Conscious Beauty at Ulta Beauty® is more than just a clean label—it’s a trust mark that combines ingredient safety with transparency, environmental responsibility, and impact. Launched in 2020, the program helps shoppers find beauty products that align with their values, while supporting brands that meet clear standards for ethical and sustainable practices.
Today, over 300 brands are certified across five core pillars of responsibility, making Conscious Beauty a visible force in beauty retail.
Here’s everything you need to know—whether you’re a brand looking to earn the coveted trust mark or a shopper hunting for cleaner options.
“With Conscious Beauty at Ulta Beauty, our focus is to educate, guide, and simplify product choice and elevate those brands doing good for our world. This initiative helps our guests readily navigate our assortment through the lens of what matters most to them. We are thrilled to offer such transparency and set significant standards as a company.”
- Dave Kimbell, former president at Ulta Beauty
What is Conscious Beauty at Ulta Beauty?
Ulta’s Conscious Beauty framework identifies and certifies brands and products across five distinct pillars, helping guests easily find items that align with their values. In the words of Kristin Wolf, SVP of Enterprise Strategy and Transformation at Ulta Beauty, “Our objective in focusing broadly across these pillars is to meet consumers where they are on their journey through clean and sustainable beauty. [We want] to provide them with the choice, the guidance and the transparency to be able to navigate our assortment and navigate a very crowded and sometimes confusing space.”
Together, these five pillars form the foundation of Conscious Beauty—each addressing a critical aspect of ethical and sustainable beauty.
- Clean Ingredients: Products should avoid or limit ingredients on Ulta's Made Without List™, which includes over 35 potentially harmful chemical groups, such as parabens, phthalates, and formaldehyde-releasing agents. Additionally, it addresses contaminants like dioxin and heavy metals that may be present due to manufacturing processes. This list is continually updated in collaboration with experts, including scientists and the program's Advisory Council.
- Cruelty Free: Brands are required to certify through PETA, Leaping Bunny, or Choose Cruelty-Free that no animal testing occurs at any stage of product development.
- Vegan: Products must be created without animal products, by-products, or derivatives, including common ingredients like honey, beeswax, and lanolin.
- Sustainable Packaging: At least 50 percent of a brand’s product packaging (by weight) is expected to be recyclable, refillable, or made from recycled or bio-sourced materials.
- Give Back: Highlights brands that provide ongoing financial support to environmental or social causes. Participation requires meeting at least one other pillar.
Notably, 78 brands have qualified under all five pillars, and many brands meet one or more individual pillars. The chart shows how many brands are certified under each pillar:
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A closer look at how Ulta Conscious Beauty stands out
Ulta’s Conscious Beauty program offers a uniquely holistic, science-backed approach to clean and sustainable beauty—empowering shoppers and supporting brand innovation beyond ingredients alone. Here’s how:
- Multiple paths to brand recognition: Unlike many clean beauty initiatives that focus solely on ingredients, Ulta’s five-pillar framework allows brands to highlight a broader range of strengths, from ingredient safety to next-gen packaging and social impact. Whether a brand excels in one area or many, the flexibility to certify where it matters most creates more opportunities to stand out and build consumer trust.
- Expanding market and brand momentum: With clean beauty projected to grow 12 percent globally by 2027, Ulta is well-positioned to lead. More than half of its 600+ brands are now certified under at least one Conscious Beauty pillar—signaling industry recognition and widespread adoption. This includes familiar names like Aveeno and Clinique and brands like Dime Beauty, which are certified under all five pillars. Moreover, Ulta continues to experience strong growth overall, with $11.3B in net sales and sales growth outpacing Walmart for 2022-2024.
Novi insights: In 2024, Ulta Conscious Beauty was the most popular retail trust badge on the Novi platform with the highest number of eligible brands activated. - High-impact brand visibility and promotion: Conscious Beauty brands benefit from prominent in-store displays (across 1.4K+ stores), digital media campaigns, and features in Ulta’s magazine, which reaches over 100 million readers. In 2024, these campaigns drove over 11 million impressions—boosting brand awareness and sales among eco-conscious shoppers.
- Trusted, transparent shopping experience: Shoppers can easily verify product claims through in-store QR codes, a mobile barcode scanner, and ClearForMe’s third-party ingredient data. This transparency reassures shoppers and gives them confidence in their purchases.
- Science-backed standards and continual updates: Ulta regularly updates its Made Without List in collaboration with scientists, technical experts, and its Advisory Council to reflect the latest research and evolving regulations like PFAS bans. This commitment to safety and transparency earned Ulta “Most Improved Retailer” recognition from Toxic-Free Future after nearly doubling its score between 2021 and 2024.
- Support for suppliers and brand partners: Ulta empowers its partner network with educational webinars and resources for setting science-based targets. Through programs like the MUSE Accelerator, it also nurtures early-stage and underrepresented founders with mentorship, funding, and retail readiness.
- Packaging and recycling innovation: Ulta leads by example by reworking its private-label packaging and guiding partners on circular design. Its Beauty Dropoff™ program, launched with Pact Collective in 2024, has already diverted 10,000 pounds of hard-to-recycle waste from landfills.
In summary, Ulta’s multi-pillar framework—backed by science, elevated brand visibility, and hands-on support—empowers consumers and partners to make more informed, values-driven choices.
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Why was Ulta Conscious Beauty started?
Ulta launched the Conscious Beauty framework to address rising consumer interest in clean products, growing regulatory pressure, and to further its own sustainability goals. Ulta’s research at the time revealed strong consumer demand for clean, ethical beauty—an interest that has only continued to grow. Recent insights reveal that 81 percent of shoppers are more likely to choose Ulta’s private-label products when they’re clean, cruelty free, and sustainable. Moreover, industry data points to sustained growth in the clean beauty market, with “clean beauty” growing faster than the overall “beauty” category.
In parallel, regulatory and stakeholder pressures have pushed retailers to increase transparency and demonstrate social responsibility. For example, several states have started banning PFAS and microbeads, and Ulta’s Clean Ingredients pillar helps to future-proof products against evolving rules like these.
Finally, the Conscious Beauty program plays a key role in advancing Ulta’s broader sustainability commitments, including progress toward the following goals:
- Reduce Scope 3 emissions from sold products by 28 percent by 2030
✓ 30 percent reduction achieved as of 2024 - Ensure 68 percent of partners (by emissions volume) set science-based targets by 2027
✓ 47 percent achieved as of 2024 - Ensure 50 percent of consumer packaging (by weight) is recyclable, refillable, or made from sustainable sources by 2025
✓ 36 percent (all products) and 46 percent (Ulta private label products) achieved as of 2024
The program has also been instrumental in Ulta receiving widespread recognition for its efforts. In addition to earning “Most Improved Retailer” from Toxic-Free Future, Ulta consistently appears on Newsweek’s lists of America’s Most Trusted Brands, Most Responsible Companies, and more.
Who benefits from Ulta Conscious Beauty?
The Conscious Beauty framework empowers shoppers to make informed, values-aligned choices with greater ease, regardless of which pillar is a priority. With trusted third-party certifications and transparent labeling, the program cuts through greenwashing and builds confidence in-store and online. For brands, Conscious Beauty offers visibility, credibility, and access to Ulta’s growing base of conscious consumers. From indie startups to legacy lines, participating brands gain media exposure, in-store promotion, and the backing of Ulta’s Advisory Council—helping them stand out in a competitive, purpose-driven marketplace.
How does the Ulta Conscious Beauty program work?
For consumers:
- Look for the Conscious Beauty lotus + leaf icon online or on in-store shelf tags.
- Use filters on Ulta.com or the app to shop for Conscious Beauty products or by pillar (e.g., Vegan, Cruelty Free).
- Explore pillar definitions online to make more informed, values-aligned choices.
- Verify product claims through in-store QR codes, the mobile app, or online.
- Recycle cleaned beauty empties—like tubes, caps, and compacts—at any Beauty Dropoff bin in-store, reducing landfill waste.
- Watch for featured Conscious Beauty brands in Ulta’s emails, social media, and print magazine.
For brands:
- Assess eligibility: Evaluate products against Ulta’s criteria, such as the Made Without List or Post-Consumer Recycled (PCR) thresholds for packaging. Note that Clean Ingredients and Vegan can be certified per SKU, but other pillars require brand-wide compliance.
- Gather documentation: Collect any requested ingredient data, supplier letters, toxicology reports, applicable third-party certifications (e.g., Leaping Bunny, PETA), and/or packaging details.
- Submit: Upload all relevant data and evidence through the Novi platform. Novi streamlines the process, ensuring that brands provide comprehensive and accurate information for evaluation by Novi’s system.
- Activate badges: Digital icons appear on product listings and shelf tags once approved.
- Maintain compliance: Brands must re-certify annually and submit updates for any formula changes.
To learn more about how the process works, review Novi’s Ulta Conscious Beauty help article.
Get Conscious Beauty ready today—powered by Novi
Since its 2020 debut, Conscious Beauty at Ulta Beauty has matured into a gold-standard trust mark, certifying 300+ brands across five pillars of responsibility. The lotus-leaf icon strips away guesswork for shoppers, empowering them to find products that align with their values. For brands, it unlocks prime shelf space, demonstrates sustainability leadership, and protects against chemical and packaging rules.
Novi—Ulta’s technology partner for Conscious Beauty—streamlines the heavy lifting for certification. Instant ingredient and packaging screens flag which SKUs already meet each pillar and pinpoint what still needs work. Guided workflows help you close data gaps and transmit evidence directly to Ulta’s review team. Faster approvals and continuous compliance drive the visibility—and sales lift—that comes with the Conscious Beauty mark.
Get the visibility your brand deserves.
Novi helps you meet Conscious Beauty standards and unlock in-store promotion, digital exposure, and shelf presence at Ulta.
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Credo’s SPG is outlined in four phases, of which the first two are actively in progress. As of June 2021, Credo has eliminated the use of single-use packaging for all products by their 130+ brand partners. Phase 2 calls for better materials, and the deadline to meet these requirements is June 1, 2024.
- No single-use items (masks, wipes, sample packettes, etc.)
- No PVC (#3 plastic), BPA/BPS, or PFAs
- Petroleum-derived plastic must contain 50% or greater recycled content, OR be replaced by a more sustainable material
- All plastics must be identified by an RIC (#1, 2, 4, 5, 6, or 7) or abbreviation (e.g. PET, PP, Mixed).
- All paper products must be at least one of the following: Ancient Forest Friendly; FSC certified paper; 75%+ recycled paper (by weight); Tree free, or non-wood fiber grown and harvested in a sustainable manner
Grove Collaborative applies their packaging standards to all products on their site, and they strive to utilize the best available packaging solutions at the time.
- No single use plastic
- About 80% or more of the packaging weight is not plastic (a percentage which will rise over time)
- Refillable over recyclable
- Monomaterial components
- #1, #2, and #5 plastics, if plastic is absolutely necessary
- Lightweight candidates
- The highest percentage of PCR possible for components of any material
Additionally, Grove Co. is currently working on a pilot initiative, Beyond Plastic, which aims to be 100% plastic-free by 2025. Here are its definitions, which incorporate some of the general standards listed above:
- Primary packaging is not plastic (excluding coatings, lacquers and liners)
- No single use external plastic packaging or wrap
- ~ 80%+ of the product and packaging weight is not plastic
- For the remaining ~20% plastic, there should be no readily available alternatives or the remaining volume should be in the process of being phased out within a year, maximum.
- 20% plastic is not in perpetuity, just as a starting point. The goal remains to be effectively plastic free by the end of 2025.
- Use of plastic cannot negatively impact recyclability
Lastly, Grove also offers a mail-back collection service for plastic packaging, pouches, and tubes. See more details in their FAQ.
Target’s sustainability strategy, Target Forward, incorporates packaging requirements that can be best summarized in three major points: eliminate/reduce where possible, drive a circular market, and encourage good habits. By 2025, Target intends to have 100% of their owned brand plastic packaging be recyclable, compostable or reusable. On March 2022, Target announced their Target Zero program, which designates products that feature packaging under the specific guidelines.
- No PVC (#3), PVDC, or PS (#6)
- Products must be curbside recyclable (#1 and #2 plastics)
- Petroleum-derived plastic must contain 50% or greater recycled content, OR be30% or more of packaging must be made from PCR materials replaced by a more sustainable material
- Refillable
- Reusable
- Certified compostable elements
- Certified compostable elements
Ulta Beauty’s Conscious Beauty policy provides guidelines for product formulations as well as packaging.
- Made from 50% PCR or PIR materials, or
- Made from 50% bio-based materials, or
- Be recyclable, or
- Be refillable.
Certifying bodies and other available resources
Many retailers incorporate other third-party certifications in their own packaging standards; brands and suppliers may pursue these certifications as well, depending on the policy. While they can be costly, third-party policies can provide further credibility for any environmental claims made.
In addition to policies, there are numerous resources available for sourcing, disposal, and further education on packaging.
The Ancient Forest Friendly™ designation by Canopy represents “the highest ecological qualities in the paper industry.” Ancient Forest Friendly pulp and paper is free of ancient or endangered forest fiber, made with 100% recycled or straw paper, and is whitened without chlorine.
BPI is a science-driven organization that supports a shift to the circular economy by promoting the production, use, and appropriate end of lives for materials and products that are designed to fully biodegrade in specific biologically active environments.
Their certification mark indicates third-party verification of compostability for manufacturers and brands to use on products and packaging.
Ecocert provides certification for 150+ standards in numerous industries, including cosmetics. Some of their most popular certifications include USDA Organic, Fair Trade (FFL), and Cosmos Organic.
See Ecocert’s full list of certifications.
FSC certification ensures that products (usually paper, cardboard, wood, etc.) come from responsibly managed forests that provide environmental, social and economic benefits. They own three registered trademarks:
• The initials FSC®
• The name Forest Stewardship Council®
• The checkmark-and-tree logo figure
How2Recycle (H2R) is a standardized labeling system that clearly communicates recycling instructions to the public.
Novi’s packaging solutions
Sourcing new components can be difficult, especially when it comes to verifying numerous claims. At Novi, our packaging experts will help you source, sample, and order verified components– whether you’re looking for something that’s compostable, curbside recyclable, 75% PCR, or more.
Pact is a nonprofit collective committed to action and education surrounding beauty recycling. They offer in-store drop-off and mail back collection programs for hard-to-recycle beauty packaging, and share other information on packaging production, material claims, recycling rates, and more.
