The old saying that beauty is only skin deep reflects the ethical recognition that appearances are superficial and less important than internal traits and moral beliefs. Although the products that Ulta sells primarily aim to help consumers address that external form of beauty, some of its recent product line developments also suggest it recognizes the internal, ethical form too, such that it wants to help shoppers live out their ideals, as well as enhance their appearance.

In particular, noting widespread criticisms of the beauty retail industry as a long-running violator of some essential sustainability norms—from its historical practice of testing products on animals to arguably excessive and wasteful packaging—Ulta has determined to differentiate itself by committing to responsible practices. That commitment is evident in the new collection of Conscious Beauty products, each of which will be measured and certified in terms of whether it is vegan, cruelty free, positive in its impact, packaged sustainably, and free of harmful ingredients.

These five elements provide the pillars of the Conscious Beauty initiative, but in support of them, Ulta also plans to go beyond labeling. For example, in accordance with the packaging pillar, it has entered into a partnership with Loop, a company that specializes in sustainable packaging, to find ways to ensure at least 50 percent of all the products it sells are in recycled, biosourced, or refillable containers. For products manufactured under its store brands, Ulta also has developed instructions for “How2Recycle,” printed on every item’s packaging.

Similarly, it is relying on partnerships with experts in other sustainability domains to ensure its achievements with the other pillars. Leaping Bunny and PETA are certifying its cruelty-free assessment efforts; an organization called ClearForMe is providing the validation that the products do not include harmful parabens, phthalates, and other such chemicals.

Overseeing the entire process is a Conscious Beauty Advisory Council, which Ulta has created to monitor its own efforts. That is, to ensure that its retail efforts meet its responsible mandate, Ulta granted an independent board the right to check its accountability and adherence to socially conscious requirements.

The resulting Conscious Beauty collection will span multiple products and brands, both private label and national. Retail stores thus might organize their displays around these appealing collections, with their promise of sustainable, recyclable, and responsible practices, to help consumers feel as satisfied with their internal beauty as they are with their external look.

Discussion Questions:

1. How should Ulta develop and adjust its assortment plan to account for the introduction of the Conscious Beauty collection in stores?
2. Will the introduction of the Conscious Beauty collection alter Ulta’s brand buying process? How?

Source: Cara Salpini, “Ulta Launches Conscious Beauty Initiative,” Retail Dive, July 16, 2020