Ulta champions transparency with new Conscious Beauty initiative

The enterprise is said to help consumers make more informed decisions when they shop

The US’ largest beauty retailer Ulta has committed to offering consumers greater transparency when they shop.

The Conscious Beauty at Ulta Beauty initiative, set to launch later this year, will certify brands under five pillars: clean ingredients, cruelty-free, vegan, sustainable packaging and positive impact.

The retailer hopes this will help consumers easily navigate their choices depending on their values.

“As the beauty retail leader, we have the unique opportunity to inspire positive change in our industry,” said Dave Kimbell Ulta’s President.

“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.”

In conjunction with the initiative, Ulta has set up the Conscious Beauty Advisory Council, in an effort to tackle industry issues, which will be joined by experts across the sector.

TerraCycle’s CEO Tom Szaky and Annie Jackson, co-founder of Credo Beauty, have already joined the bench.

Kimbell added: “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 Pillars.

“Today’s annoucement 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.”

Ulta follows online retailer Feelunique and a host of beauty retailers that have committed to helping shoppers purchase more consciously.

Last year, Feelunique introduced a platform that provides users with in-depth information on a product’s ingredients, functionality and benefits.

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