The debut of Conscious Beauty at Ulta Beauty this fall will certify brands under five key pillars including: Clean Ingredients, Cruelty Free, Vegan, Sustainable Packaging and Positive Impact, to provide guests with greater choices and transparency, the brand announced.
Further reading: Sephora and Ulta Beauty Accelerate Clean Beauty Offerings
Ulta has committed to ensure 50% 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.
In order to pursue this initiative, the Conscious Beauty Advisory Council was established to bring together experts at the forefront of clean beauty, product development and packacing sustainability and brand leadership.
“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 a statement. “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.”
