Beauty for all
What makes Ulta Beauty unique is our ability to meet all beauty enthusiasts where they are—no matter what they need, what challenges they face or how they express themselves. Through our expansive product portfolio, omnichannel offerings and in‑store experiences, we celebrate what beauty and wellness inspire in all people—self‑expression, empowerment, well‑being and connection. We offer products at a wide range of price points and partner with brands that meet the needs of beauty enthusiasts across all ages, genders, skin tones, hair textures, budgets and more.
Conscious Beauty at Ulta Beauty ®
Transparent, sustainable and conscious beauty is a business imperative.
To inspire guests with choice and transparency, we launched Conscious Beauty at Ulta Beauty ® in 2020. Conscious Beauty at Ulta Beauty ® is our way of empowering guests to make choices aligned with their values, helping them identify brands that are vegan and cruelty‑free, use clean ingredients and sustainable packaging, and give back to our communities and social and environmental causes. To become enrolled in the program, brands provide information about their ingredients, packaging, impact and more, meeting a growing interest in responsible beauty products from today’s beauty enthusiasts.
Sustainable packaging
We are committed to advancing more sustainable packaging solutions and circularity for the beauty industry. Ulta Beauty is continuing to make progress toward our goal—that 50% of the packaging sold by weight in our total assortment be recyclable, refillable, made from recycled or bio-sourced materials or a combination of these attributes by the end of fiscal 2030.
To help minimize the impact of packaging that remains difficult to recycle, Ulta Beauty partners with Pact Collective—a nonprofit working to help end beauty packaging waste—on The Beauty Dropoff ®, an initiative to collect hard‑to‑recycle beauty empties and reduce packaging sent to landfill. Available at all Ulta Beauty locations in the U.S., The Beauty Dropoff ® continues to be the industry’s largest in‑store beauty packaging collection program (by door count in the U.S.).
Ulta Beauty Collection®
One year into the reintroduction of our largest in-house, private-label brand, we are deepening efforts to celebrate the needs and passions of all beauty enthusiasts.
This begins with an ongoing focus on clean and sustainable beauty. All Ulta Beauty Collection ® (UBC) products are certified in three Conscious Beauty at Ulta Beauty ® pillars: Clean Ingredients, Cruelty Free and Give Back. We continue to innovate and formulate products to ensure that they conform to Ulta Beauty’s Made Without List and current industry best practices.
Fueling inclusive growth in beauty
Since our founding in 1990, Ulta Beauty has been championing beauty for all.
We are committed to using our scale, platform and influence to intentionally create space for underrepresented founders and expanding access to innovative products that serve a wide range of beauty needs, from textured haircare to perimenopausal skincare to holistic well‑being across every life stage. By investing in programs that fuel long‑term brand success, such as targeted accelerators, comprehensive brand support and thoughtful partnerships, we are building a more inclusive assortment and a stronger beauty ecosystem—one that empowers every guest to see themselves reflected in the brands and products that we offer.
More to explore
