Since our founding more than 30 years ago, Ulta Beauty has envisioned being the premier destination for beauty lovers, with All Things Beauty, All in One Place ®. In 2021, we refreshed our strategic framework to one that is emotionally connected and culturally relevant for today’s consumers. Fulfilling that aim today requires that we not only offer “All Things Beauty, All in Your World, At the Heart of the Beauty Community”—but that we also offer new ways to access our products, such as “buy online, pickup in store”, two-hour pickup and a pilot of same-day-delivery. It also means that we serve and celebrate all beauty enthusiasts
Our product assortment in stores and at ulta.com reflects the diversity of our guests. We are continually growing our assortment to appeal to BIPOC beauty enthusiasts, who have not always been well served by the beauty industry. To serve and empower all guests with the power of beauty, we engage in conversations with almost 10,000 beauty enthusiasts through polls, surveys and online discussions.