Conscious Beauty at Ulta Beauty goes live

Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture

Conscious Beauty at Ulta Beauty is here.

Months after announcing the initiative, which aims to deliver transparency so shoppers can make informed and conscious choices when shopping for their beauty must-haves, the platform has gone live both in stores and online.


“The introduction of Conscious Beauty at Ulta Beauty reflects the incredible value we place on listening to our guests. We consistently work to answer their evolving desires and with this holistic effort, we’re aligning beauty choices with their personal values,” said Dave Kimbell, president of Ulta Beauty. “The nationwide launch of this platform delivers a unique and holistic way to empower guests on their respective wellbeing and consciousness journeys.”

The Conscious Beauty at Ulta Beauty platform will feature such brands as Tula, Beekman 1802, Pacifica, Juice Beauty, KVD Vegan Beauty, Fekkai, Tarte, Mad Hippie, Kreyol Essence and the Ulta Beauty Collection.


There also will be certified options available that fall within the program’s five pillars — clean ingredients, cruelty-free, vegan, sustainable packaging and positive impact.  

In addition, the Bolingbrook, Ill.-based company also established a Conscious Beauty Advisory Council, which consists of experts at the forefront of clean beauty, product development, packaging sustainability and brand leadership. Members of the council include:

  • Karen Behnke, founder and CEO of Juice Beauty;
  • Brook Harvey-Taylor, founder and CEO of Pacifica;
  • Annie Jackson, co-founder and COO of Credo Beauty;
  • Maureen Kelly, founder and CEO of Tarte;
  • Dr. Roshini Raj, founder of Tula; 
  • Dr. Brent Ridge, co-founder of Beekman 1802;
  • Scott Schienvar, vice president of operations at L'Oréal; and 
  • Tom Szaky, CEO and co-founder of TerraCycle. 

Last but certainly not least, to round up this news, Ulta Beauty also shared that its collaboration with Credo Beauty — Credo Collection at Ulta Beauty — is now available for purchase in select stores and online.

Shoppers can check out Conscious Beauty at Ulta Beauty in stores and check out the full list of brands part of the initiative online at