Beauty without limits
Ulta Beauty serves all beauty enthusiasts, providing a space where they can learn, play and find inspiration. Today’s beauty enthusiasts are not defined by gender nor generation, but rather a common search for value. They want products to meet their unique needs, from mass to prestige price points; from anti-blemish to anti-wrinkle skincare; from masculine to feminine fragrances. As a result, the concept of All Things Beauty. All in One Place.® is broader than ever.
Celebrating safe, sustainable and clean beauty
Today, clean beauty is a business imperative. In 2025, we are celebrating the fifth anniversary of Conscious Beauty at Ulta Beauty®, which empowers guests with transparent information about how their beauty and personal care products are made. We have certified more than 300 brands in accordance with five pillars that represent our essential standards of conscious beauty practices, including:
In 2024, Conscious Beauty at Ulta Beauty® achieved several important milestones.
- Published a chemical policy for our product assortment, committing to safer chemistry and continued management and transparency of the chemicals across our assortment for our guests.
- Added new members to further strengthen our Advisory Council, a core team of leaders who bring expertise and insights on clean beauty, product development and more.
- Deepened our work with ChemFORWARD’s “Know Better, Do Better” collaborative, sharing key insights with our brand partners and the broader beauty industry on safer alternatives for product formulations.
- Expanded our Made Without List™ by listening and learning from scientists, technical experts, our Advisory Council and brand partners to help ensure it remains relevant and aligns with emerging science and regulations.
Making progress on sustainable packaging
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 2025.
To help minimize the impact of packaging that remains difficult to recycle, we launched The Beauty Dropoff™ in partnership with Pact Collective to create the industry’s largest in-store beauty packaging collection program (by door count). As of the end of 2024, 10,000 pounds of hard-to-recycle materials have been collected and sent for upcycling, downcycling, molecular recycling and waste-to-energy conversion.
Inspiring self-expression through Ulta Beauty Collection®
After 25 years, we continue to evolve Ulta Beauty Collection® (UBC) to meet the priorities and passions of today’s guests. Today, UBC is fundamentally aligned with Conscious Beauty at Ulta Beauty®, with all products in the portfolio now certified with the Clean Ingredients, Cruelty Free and Give Back pillars.
The inclusive power of beauty
Our guest base is closely representative of the broader U.S. population, underscoring the importance of a product assortment that meets the needs of every beauty enthusiast. Within our assortment are products for a variety of needs—hair types from coily to straight; skin types from young to mature and of any color or tone; and budgets from value to luxury. To curate such a broad assortment and to keep it relevant, we work with storied brands that are household names, as well as small, emerging brands that offer our guests new opportunities for discovery.
More to explore
