Ulta Beauty Will Double Black-Owned Brands It Carries In New Diversity Push

Ulta Beauty announced Tuesday (February 2) that it will be doubling the number of Black-owned brands it carries. The beauty retailer also announced a $25 million investment in diversity initiatives including bringing representation to ad campaigns and overall product catalog. 

To help carry out these renewed goals, Ulta Beauty added Tracee Ellis Ross as its new Diversity and Inclusion Advisor, as reported by The Hill

“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,” Ulta Beauty’s CEO Mary Dillon said. “We are deeply committed to leading purposefully with and for underrepresented voices across retail and beauty on our [diversity and inclusion] journey.” 

Of their multi-million dollar investment, a large chunk of the money is slated to help bring more representation to their media campaigns. 

About $4 million will go to ensuring economic sustainability of the Black-owned brands they add to their product catalog.

Tracee Ellis Ross, whose Pattern Beauty hair care brand is carried exclusively by Ulta expressed her excitement of joining the retailer in the new role and the seriousness of the work ahead. 

“I look forward to formalizing an already existing dialogue and partnership around diversity and inclusion with Mary Dillon and the Ulta Beauty team,” she said. “This work requires commitment and accountability from Ulta Beauty to ensure measurable goals are achieved. I am hopeful and optimistic our work together will create foundational change.” 

Ulta joins the numerous brands who’ve pledged their commitment to diversity following the racial reckoning of 2020, sparked by global protests and outcry. 

Photo: Getty Images

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