Ulta Beauty's 2022 Diversity, Equity & Inclusion Commitments

The commitments involve a planned investment of $50 million, double from 2021.
The commitments involve a planned investment of $50 million, double from 2021.

Ulta Beauty has announced its latest 2022 diversity, equity and inclusion commitments, spanning four categories with a planned investment of $50 million, double its commitments in 2021.

Four commitments: 

  1. Commitment to amplifying underrepresented voices
  2. Commitment to curating and nurturing a diverse assortment
  3. Commitment to guest experiences
  4. Commitment to associate experiences

Commitment to amplifying underrepresented voices

This year, Ulta Beauty will dedicate approximately $25 million in media investments with multicultural platforms to nurture personal connections with Latine, Black and other multicultural beauty enthusiasts. Ten percent of this investment will be directly spent with Black and Latine owned media outlets, outpacing media industry benchmarks.

In addition, the retailer will invest $8.5 million to brand marketing support for Black-owned, Black-founded and Black-led brands within the company’s assortment, more than doubling last year’s investment to reflect the retailers’ expanded Black-owned assortment.

Commitment to curating and nurturing a diverse assortment

Ulta plans to launch a Brand Partner Accelerator Program focused on early-stage BIPOC beauty brands. 

It will invest $5 million in New Voices, a venture capital firm that partners with and invests in entrepreneurs of color to drive scalable, sustainable businesses and create generational wealth. 

As well, Ulta will allocate $3.5 million to in-store merchandising support so guests can more readily find the Black-owned, Black-founded and Black-led brands within the Ulta Beauty assortment. 

Commitment to guest experiences

The Ulta Beauty Charitable Foundation will donate $2 million to BIPOC and LGBTQ+-focused non-profits with volunteering and education opportunities for associates.

Inclusion in Action, the quarterly, in-store training launched in 2021 to reinforce inclusivity and address unconscious bias, will now be mandatory for distribution center and corporate associates in addition to a second year of curriculum for salon and store associates.

There will also be textured hair and shade matching education trainings will be further enriched across every Ulta Beauty salon.

Commitment to associate experiences

The reimagined Diverse Leaders Development Program has doubled the number of associates and now includes expanded external partner expertise, dedicated trainings as well as CEO and executive mentorship for high-potential, future company leaders.

In addition, Ulta will host dedicated workshops, panels, keynote speakers and educational programming for key moments such as Diversity Week, Pride Month, Black History Month and Asian Pacific American Heritage Month, among others.

Dave Kimbell, chief executive officer, Ulta Beauty, said: 

As a values-driven company, we believe we have a responsibility to drive diversity, equity and inclusion in our company, industry and world. Looking back at 2021, I’m proud of the work we did to meaningfully grow our assortment, elevate and celebrate underrepresented voices, invest in our associates and create equitable experiences. Our forward-looking 2022 DE&I commitments ensure that we remain energized, creative and extremely dedicated to leading in this critical space.

Since announcing our 2021 commitments, we have made significant strides to amplify our DE&I efforts, internally and externally – and we know the work is far from complete,” said Kimbell. “The beauty category is emotional, personal and deeply connected. Our dedication to this work ensures those attributes remain at the heart of the beauty community, giving way to welcoming, equal experiences for every Ulta Beauty associate, guest and partner.

Tracee Ellis Ross, Ulta Beauty’s DE&I adviser, said, "After formally working together for a year, I’m hopeful that Ulta Beauty’s commitment to diversity, equity and inclusion has been a catalyst for other organizations to examine how they plan for and create foundational change. Ensuring employees can thrive and that customers are seen, heard and celebrated remains a clear business objective. The Ulta Beauty team brings passion and accountability to this necessary work and I am proudly committed to supporting this team.”

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