Food for thought

  July 20, 2020

Ulta's Conscious Beauty

Beauty retailers are listening to consumers’ demand for more transparency and fairness. They are building strategies and framework to ensure they select products and brands that will be aligned with environmental and social changes. 

One of the largest beauty retailers in the US, Ulta Beauty, has just announced a new initiative going in that direction. Its Conscious Beauty program will be effective by Fall 2020 and will include 5 pillars:

Clean Ingredients : Indicates which brands comply with the Ulta Beauty Made Without List, an ingredient standard created for Conscious Beauty.

  • The Made Without List is grounded in science and was developed in partnership with ingredient and health experts. As research, technology and regulations evolve, so too will the Made Without List. At launch, this designation indicates a brand is free of parabens, phthalates and ingredients from more than 25 chemical categories.
  • Participating brands will be certified via ClearForMe, largely regarded as the leading independent ingredient authority, to ensure ingredient transparency.
  • The recently announced Credo Collection at Ulta Beauty, featuring eight exciting clean beauty brands, will launch within the Conscious Beauty platform.

Cruelty Free : Elevates brands that certify as never engaging in animal testing. This pillar incorporates third-party certification from organizations such as PETA, Leaping Bunny, and Choose Cruelty-Free.

Vegan : Underscores beauty products made free of animal products, animal by-products, or animal derivatives.

Sustainable Packaging : Designates brands made with reduced, recyclable or refillable packaging to minimize the more than 120 billion packaging units produced globally annually within the cosmetics industry.

  • Ulta Beauty will pilot a circular shopping experience as the exclusive beauty retailer for Loop, a reusable packaging pioneer. This relationship will fuel actionable improvements to packaging processes, begin to tackle the sizeable beauty-waste issue, and contribute to Ulta Beauty’s2025 sustainable packaging goals.
  • The company will support the Sustainable Packaging Coalition’s (SPC’s) mission to make actionable improvements in packaging systems and will apply How2Recycle instructions on owned brand packaging and print materials.

Positive Impact : Highlights brands with giving back at their core and those that champion meaningful causes.

“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”

– Dave Kimbell, president of Ulta Beauty –

As always, if you want to learn more about market trends and innovative ideas from around the world, contact us !


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