In 2021, Ulta Beauty has committed to prioritizing diversity in its inventory. On Feb. 2, the beauty brand announced it will double the amount of Black-owned brands on Ulta Beauty’s shelves by the end of 2021. The retailer will dedicate more than $25 million to the initiative. Alongside adding new brands to its growing roster, Ulta Beauty has devised a larger plan, not only for diversifying its shelves, but for creating new platforms for a wider range of underrepresented voices in the beauty world.
To kick the initiative off, Ulta Beauty’s debuting Mented Cosmetics, Keys Soulcare, and Black Girl Sunscreen in stores in February 2021. As part of this larger pledge, approximately $4 million will be allocated toward marketing support for a variety of Black-owned businesses to bolster interest and awareness among Ulta Beauty’s consumers. Ulta has also already launched its new platform MUSE, which is focused on