Ulta Beauty has announced the launch of Conscious Beauty at Ulta Beauty. This is a new holistic initiative for the brand that will look to provide guests more choice and transparency. The program will debut in the fall and certify brands under five key pillars – Clean Ingredients, Cruelty-Free, Vegan, Sustainable Packaging, and Positive Impact. These five pillars look to meet guest needs and have a positive impact on the world.
Under the Sustainable Packaging pillar, the brand is looking to continue its work with helping the environment. Starting today, Ulta Beauty has pledged to ensure 50 percent of all packaging sold, including the Ulta Beauty collection, will be made from recycled or bio-sourced materials or will be recyclable or refillable by 2025.
“As the beauty retail leader, we have the unique opportunity to inspire positive change in our industry,” said Dave Kimbell, president of Ulta Beauty, in an Ulta Beauty press release. “With Conscious Beauty at Ulta Beauty, our focus is to educate, guide, and simplify product choice and elevate those brands doing good for our world. This initiative helps our guests readily navigate our assortment through the lens of what matters most to them. We are thrilled to offer such transparency and set significant standards as a company.”
The new initiative has highlighted five key areas, including:
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Clean Ingredients – Shows which brands comply with the Ulta Beauty Made Without List, which is an ingredient standard created for Conscious Beauty
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This Made Without List is grounded in science and developed in a partnership with ingredients and health experts. According to the press release, at launch, the designation indicates a brand is free of parabens, phthalates, and ingredients from more than 25 chemical categories.
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Cruelty-Free – Heightens brands that certify as never engaging in animal testing.
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Vegan – Indicates beauty products made free of animal products, animal by-products, or animal derivatives.
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Sustainable Packaging – Shows brands made with reduced, recyclable or refillable packaging to minimize the more than 120 billion packaging units produced globally annually within the cosmetics industry.
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Positive Impact – Indicates brands with giving back at their core and those championing meaningful causes.
“We have always taken pride in offering guests a diverse assortment of products to meet their individual beauty needs, including many brands that align to the Conscious Beauty pillars,” continued Kimbell in the same Ulta Beauty news release. “Today’s announcement marks a definitive milestone on our ongoing journey in this space and we look forward to further meeting guests needs this fall in-store and online.”