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Our Story

What we stand for guides all we do. This is our true commitment. This is the heartbeat of Ulta Beauty.

At Ulta Beauty, we have been visionaries since day one. Seeing possibilities is what we did when, nearly three decades ago, we brought together beauty in a way that no one else had imagined. Our special world of “all things beauty, all in one place” immediately connected with our beauty lovers and how they actually shop in our stores and online. And it forever changed the game.

Today we’re in an exciting time as culture is shifting and beauty is evolving. As we head into our next chapter, we will continue to lead the same way we started – as visionaries in beauty and retail. By celebrating the meaningful role beauty plays in our lives, redefining how beauty is portrayed and increasing support of trailblazing causes, we’ll bring new possibilities to life and drive more meaningful purpose for our brand, our company and our guests. Together, we will change what beauty means to the world.


We’re on a mission to use the power of beauty to bring out the possibilities within every person, and that work begins with our associates. While we are diverse in so many ways, our people share a passion for redefining beauty and retail—and a desire to build fulfilling careers.

  • 22,000+ new jobs created across the country since 2015
  • 45,000+ store, distribution center, and corporate associates
  • 92% of our associates are women

Diversity & Inclusion

Celebrating diversity everywhere starts with a diverse workforce, where associates feel they belong and can be their authentic selves. We've taken specific actions to keep diversity and inclusion at the forefront of our practices.

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Forbes 2019 The Best Employers for Diversity

Forbes 2019 The Best Employers for Women

Forbes 2020 The Best Employers for Diversity

Forbes 2020 The Best Employers for Women

Diversity Inc 2020 Top 50 Companies for Diversity Noteworthy


No matter your passion, talents or background, we work hard to create significant opportunity. A one-of-a-kind culture. And a future-forward focus that ensures continual challenge, organizational strength and stability and personal and professional satisfaction.

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Digital Innovation at Ulta Beauty

When beauty meets technology, there are no limits to how we can delight our guests—and revolutionize the industry. Whether it's AI-powered personalization or AR-driven virtual try-on, we're bringing the new into the now.

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We're full of possibilities because our guests are, too. We know they love the thrill of discovery, the rituals of self-care, and the fun of self-expression. Our community of beauty enthusiasts represent all ages, genders, skin tones and abilities. For them, beauty is a powerful way to show up for themselves—and for the world.

You’re not here to get beautiful. You’re here because you already are

You’re not here to get beautiful. You’re here because you already are.

Ulta Beauty Guests

Ultamate Rewards®

Where Beauty Loves You Back

There are almost 33 million (and counting) Ultamate Rewards Members. We love them as much as they love beauty. We know that the beauty they love is as limitless as their imaginations, and our loyalty program gives beauty the chance to love them back.

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Ultamate Rewards


All Things Beauty. All In One Place.®

We’re proud to offer a savvy mix of high and low, with an impressive range of shades and looks for all. Makeup is at the heart of what we do, from go-to lip glosses to eyeshadows that pop — and everything in between. Our haircare selection also holds fun possibilities thanks to salon professional products and the latest in tech. And guests get to discover skincare, fragrance and accessories that make them really shine.

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Ulta Beauty Products


Connection matters, even in unprecedented times. With safety always at heart, our expert hair, brow and skin services are just a few ways we love to connect with our guests—and help them look, and feel, amazing.

Ulta Beauty Services

There is nothing more beautiful than

It fuels our dreams.
Blows our minds.
Lifts us past our limits.
And lives inside us all.

We understand the power of possibility.

We see it every time you walk through our doors.
You’re not here to get beautiful;
You’re here because you already are.
The power of possibility is burning in your eyes,
And blazing from your fingertips.

You’re seeing something in yourself.
We can help you show it to the world.

So when you’re ready
To run this town, rock this look, or rule this nation
So are we.

When you’re ready
To tell your story or produce your sequel
So are we.

When you’re ready
To sing, to shatter, to soar
So are we.

We are Ulta Beauty.
And we are full of possibilities
Because you are too.

The possibilities are beautiful


To be the most loved beauty destination of our guests and the most admired retailer by our Ulta Beauty associates, communities, partners and investors.


Every day, we use the power of beauty to bring to life the possibilities that lie within each of us — inspiring every guest and enabling each associate to build a fulfilling career.


We work toward our vision and mission with our values at the heart of everything we do.