Ulta Beauty Invests Over $25 Million To Foster Diversity, Equity And Inclusion

Ulta Beaut
y announced in a press release its commitment to foster broader diversity, equity, and inclusion by spending over $25 million to amplify brands, adjust merchandise assortment, promote Black voices, and create welcoming guest and associate experiences. Mary Dillon, CEO of Ulta Beauty, said, “As the country’s beauty retail leader, we believe we have the power to shape how the world sees beauty and as such, we have a responsibility to inspire positive change and drive greater diversity, inclusivity and equity.”

Organizational structure to support initiatives

The company has appointed a diversity and inclusion advisor, Tracee Ellis Ross, CEO and founder, PATTERN Beauty, who will drive accountability and provide inspiration.  “I look forward to formalizing an already existing dialogue and partnership around diversity and inclusion with Mary Dillon and the Ulta Beauty team,” said Ross.

Brand amplification for BIPOC (Black, Indigenous, People of Color)

As part of the commitment to amplifying underrepresented brands, a significant portion of the $25 million will be spent on media to create more personal connections with LatinX, Black and other communities. The Ulta Beauty MUSE (Magnify, Uplift, Support, Empower) platform will celebrate Black voices in beauty across various media outlets such as The Today Show, Good Morning America and This Is Us.

The Ulta Beauty MUSE campaign shines a light on Black voices in beauty that have defied and defined limits.

The company will continue its commitment to Black-owned brands by providing $4 million in marketing support to build brand awareness and it pledges to double the number of Black-owned brands in its assortment by the end of 2021. Dillon said, “We are deeply committed to leading purposefully with and for underrepresented voices across retail and beauty on our D&I journey.” Ulta Beauty is the exclusive retailer for many Black-owned brands including UOMA Beauty, Juvia’s Place, Beauty Bakerie, PATTERN, Kreyol Essence, Melanin and Flora & Curl. 

Employee training to create welcoming shopping experiences

Ulta Beauty will invest $2 million in mandatory training for all store and salon associates to address unconscious bias and reinforce inclusivity, and will also update its Race Matters Leadership Training which debuted last year. These programs support the company’s focus on creating welcoming and equal experiences for all guests visiting stores.

The company plans to foster an inclusive, bias-free and equitable workplace by doubling D&I (diversity and inclusion) trainings in 2021, establishing a Diverse Leadership Program and launching recruiting efforts focused on diversity.

Resources, structure and internal governance

Dillon chairs the Ulta Beauty Executive D&I Council which meets on a quarterly basis to review the company’s progress, gaps and opportunities around diversity, equity and inclusion initiatives. A formal commitment of time and resources, dedicated financial support, an organizational structure and formalized internal governance demonstrate the level of commitment across the company.