Ulta looks to evolve clean and sustainable beauty offering with launch of ‘Conscious Beauty’ program

Ulta looks to evolve clean and sustainable beauty offering with launch of ‘Conscious Beauty’ program

THE WHAT? U.S. retailer Ulta has launched the new Conscious Beauty program, which is said to be a ‘holistic initiative to provide guests greater choices and transparency.’

THE DETAILS The initiative will launch this fall and will certify brands under five categories: Clean Ingredients, Cruelty Free, Vegan, Sustainable Packaging and Positive Impact.

Dave Kimbell, president of Ulta Beauty, says, “As the beauty retail leader, we have the unique opportunity to inspire positive change in our industry.
“With Conscious Beauty at Ulta Beauty, our focus is to educate, guide and simplify product choice and elevate those brands doing good for our world. This initiative helps our guests readily navigate our assortment through the lens of what matters most to them. We are thrilled to offer such transparency and set significant standards as a company.”

Ulta Beauty has also created the Conscious Beauty Advisory Council, which aims to drive the initiative while also ensuring accountability. Council members currently include Annie Jackson, co-founder and COO, Credo Beauty, and Tom Szaky, CEO and co-founder, Loop, among others.

THE WHY? As retail begins to reopen following enforced COVID-19 closures, companies are pressing ahead with sustainability agendas in order to satisfy consumer thirst for environmentally-friendly products. 

Kimbell said, “We have always taken pride in offering guests a diverse assortment of products to meet their individual beauty needs, including many brands that align to the Conscious Beauty pillar.
“Today’s announcement marks a definitive milestone on our ongoing journey in this space and we look forward to further meeting guests needs this fall in-store and online.”

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