Ulta Beauty’s proprietary research shows an overwhelming 75% of consumers wish it were easier to know which products are truly clean while 63% of clean buyers state “safer for the planet” options are somewhat or very important. Conscious Beauty at Ulta Beauty directly addresses these needs with established criteria to certify brands across five pillars, making it the most comprehensive program of its kind in the beauty industry.
“The introduction of Conscious Beauty at Ulta Beauty reflects the incredible value we place on listening to our guests. We consistently work to answer their evolving desires and with this holistic effort, we’re aligning beauty choices with their personal values,” says Dave Kimbell, president of Ulta Beauty. “The nationwide launch of this platform delivers a unique and holistic way to empower guests on their respective wellbeing and consciousness journeys.”
Conscious Beauty at Ulta Beauty will include many beloved brands including, but not limited to Tula, Beekman 1802, Pacifica, Juice Beauty, KVD Vegan Beauty, Fekkai, Tarte, Mad Hippie, Kreyol Essence and Ulta Beauty Collection as certified options available within the program’s five pillars:
Clean Ingredients: Excludes parabens, phthalates, and other ingredients on Ulta Beauty’s Made Without List
Cruelty Free: Accepts Peta, Leaping Bunny, or Choose Cruelty Free certifications for brands that do not conduct animal testing
Vegan: Created without animal products, by-products or derivatives
Sustainable Packaging: To qualify, at least 50% of a brand’s packaging must be made from bio-sourced or recycled materials, or be recyclable or refillable, contributing towards Ulta Beauty’s pledge to ensure at least 50% of all packaging sold will be sustainable by 2025.
Positive Impact: Highlights brands that have giving back at their core
The launch marks the official release of Ulta Beauty’s Made Without List, the ingredient standard used to certify brands under the Clean Ingredients pillar, which was developed with consideration for the human and environmental health impact of ingredients. Beginning in 2021, guests will find in-store and online guidance to easily identify clean products that comply with the list.
The company also established the Conscious Beauty Advisory Council, a coalition of experts at the forefront of clean beauty, product development, packaging sustainability and brand leadership who will ensure ongoing accountability and perspective to inform, shape and define the program’s evolution. The Council consists of the following leaders:
Karen Behnke, founder and CEO, Juice Beauty
Brook Harvey-Taylor, founder and CEO, Pacifica
Annie Jackson, co-founder and COO, Credo Beauty
Maureen Kelly, founder and CEO, Tarte
Dr. Roshini Raj, founder, Tula
Dr. Brent Ridge, co-founder, Beekman 1802
Scott Schienvar, vice president of operations, L'Oréal
Tom Szaky, CEO and co-founder, TerraCycle
To further evolve its clean beauty offering for guests, Ulta Beauty has collaborated with clean beauty pioneer, Credo Beauty, to introduce the Credo Collection at Ulta Beauty in tandem with the launch of Conscious Beauty. The curated collection will initially feature eight clean beauty brands available in select stores and online. Credo’s co-founder and CEO, Annie Jackson, is part of the Conscious Beauty Advisory Council.
Guests can explore Conscious Beauty at Ulta Beauty in stores nationwide or visit www.ulta.com/conscious-beauty to see the full assortment of certified brands across the cosmetics, skincare, hair, bath and body categories, or filter by Clean Ingredients, Cruelty Free and Vegan on the Ulta Beauty app.
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