Ulta Beauty Launches ‘Conscious Beauty’ Program

Ulta Beauty is aiming for increased transparency with its latest initiative, Conscious Beauty at Ulta Beauty.

“Conscious Beauty is designed to take a look at whatever our guests find important to help them navigate on their individual journeys,” Kimbell said in an interview. As part of the sustainability initiative, Ulta has committed that by 2025, 50 percent of all packaging sold will be made from recycled or bio-sourced materials, or will be recyclable or refillable. Ulta is also the first major beauty retailer to partner with TerraCycle’s Loop program, which will allow shoppers access to Loop’s refillable product options.

Customers will be able to identify brands in different pillars online as well as in-store, Kimbell said, noting that in-store merchandising would likely consist of rotating products and highlighting different categories.

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