Described by the company as a “holistic initiative focus[ed] on delivering transparency to inspire more informed, conscious product choices,” Conscious Beauty will certify brands across the cosmetics, skincare, hair, bath and body categories based on five pillars.The pillars are made up of ‘clean ingredients,’ consisting of products that exclude parabens, phthalates, and other ingredients on Ulta Beauty’s Made Without List; ‘cruelty free,’ or products that do not conduct animal testing; ‘vegan brands,’ including products created without animal products, by-products or derivatives; ‘positive impact,’ consisting of brands that “have giving back at their core,”; and ‘sustainable packaging,’ which includes products that have at least 50% of their packaging made from bio-sourced or recycled materials, or be recyclable or refillable, contributing to Ulta Beauty’s pledge to ensure at least 50% of all packaging sold will be sustainable by 2025. 

Some brands currently included in the Conscious Beauty edit include Tula, Beekman 1802, Pacifica, Juice Beauty, KVD Vegan Beauty, Fekkai, Tarte, Mad Hippie, Kreyol Essence and Ulta Beauty Collection, among others. In order to support the new initiative, Ulta established a Conscious Beauty Advisory Council, a group of experts at the forefront of clean beauty, product development, packaging sustainability and brand leadership who will ensure ongoing accountability and perspective to inform, shape and define the program’s evolution, Ulta said. Council members 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.“The introduction of Conscious Beauty at Ulta Beauty reflects the incredible value we place on listening to our guests,” said Dave Kimbell, president of Ulta Beauty.”We consistently work to answer their evolving desires and with this holistic effort, we’re aligning beauty choices with their personal values. The nationwide launch of this platform delivers a unique and holistic way to empower guests on their respective wellbeing and consciousness journeys.”The launch coincides with the release of Ulta’s ‘Made Without List,’ the ingredient standard used to certify brands under the Conscious Beauty initiative’s clean ingredients pillar, which was developed with consideration for the human and environmental health impact of ingredients, Ulta said. Beginning in 2021, Ulta customers will be able to find in-store and online guidance to easily identify clean products that comply with the list.Ulta Beauty partner Credo Beauty is also introducing its Credo Collection alongside the Conscious Beauty launch. The collection initially includes eight clean beauty brands available in select stores and online.Consumers can explore Conscious Beauty and sort by specific pillars at Ulta Beauty in stores nationwide or online.