Ulta Beauty’s Community platform expands its wellness initiatives

Ulta Beauty’s latest move involves launching a digital platform alongside two wellness initiatives that expand on its brand equity platforms. 

The Ulta Beauty Community was created as a way for the company to build upon its mission to embrace the connection between beauty, wellness and joy, while also showcasing the role community plays in an individual’s mental and emotional well-being. 

“At Ulta Beauty, we believe in the power of community, and we are proud to be a place where everyone can explore and celebrate the world of beauty together,” said Michelle Crossan-Matos, chief marketing officer at Ulta Beauty. “As beauty and mental health are deeply connected, we’re launching these initiatives on World Mental Health Day, to inspire people to think about beauty as a holistic experience that nurtures both the mind and body—and community as a forum for finding and sharing joy in their everyday lives.”

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As a way to drive its Community platform, the beauty retailer is also rolling out two wellness resources—The Joy Hub and The Joy Of… 

The Joy Hub is a dedicated section on Ulta Beauty’s website where commentary from experts and content from its Joy Council, including videos promoting mindfulness and emotional well-being, will live. 

On the other hand, The Joy Of… is a podcast series that will feature interviews with beauty’s leading voices, industry experts, influencers and mental health advocates. It is going to be hosted by Michelle Crossan-Matos and Crystal Caroll, the head of public relations at the beauty retailer. 

Lastly, the Ulta Beauty Community will give beauty enthusiasts the platform to share personal stories, beauty routines and self-care tips, as well as offer access to advice and exclusive content from industry leaders. 

Membership is free, and users can access these resources via Ulta Beauty’s website.