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.
We empower guests to make informed and sustainable product choices.
60% of beauty consumers buy or want to buy clean beauty products.*
Omnichannel education New signage at the brand level in Ulta Beauty stores indicates brands certified by Conscious Beauty at Ulta Beauty™. Online, guests can filter at the SKU level.
270 brands certified to one or more of the Conscious Beauty at Ulta Beauty™ pillars.
Less single-use plastic thanks to Ulta Beauty Collection’s embrace of post-consumer recycled content.
*Source: Ulta Beauty proprietary research 2019
As part of our focus on sustainable packaging in our Conscious Beauty at Ulta Beauty™ program, we are exploring new ways to decrease our demand for materials—and by extension, the waste we generate. We recently joined 13 other leading retailers as the Beauty Sector Lead Partner in the Consortium to Reinvent the Retail Bag. By 2025, 50% of packaging sold at Ulta Beauty will be recyclable, refillable or made from recycled or bio-sourced materials. This goal includes both Ulta Beauty Collection® and other brands sold.
Given the growing focus on self-care in all aspects of life, it’s no surprise that 65% of consumers see the beauty category as being significantly connected to wellness. In response to this trend of “beauty as wellness,” Ulta Beauty launched The Wellness Shop in select stores and online. Today’s consumers are more interested than ever in choosing products that will support their overall health and wellness. They are also paying attention to the connection between their personal well-being and the well-being of workers, animals, communities and the environment. And they are increasingly supporting brands whose actions align with their own values.