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Conscious Beauty

by Celia Shatzman

Ulta and Credo Beauty join forces on an exclusive clean beauty collaboration

Clean beauty is no longer the lonely niche that it used to be. In fact, 90 percent of Gen Z shoppers plan to buy clean beauty products over the next year. That’s exactly why Ulta Beauty and clean beauty retailer Credo teamed up to create an exclusive collection launching at 100 Ulta Beauty stores and on ulta.com this fall. 

“As the country’s largest beauty retailer, we hold ourselves accountable to delivering a diverse assortment of beauty products,” says Monica Arnaudo, chief merchandising officer of Ulta Beauty. “We are all things beauty, all in one place. Our partnership with Credo is a step in our ongoing evolution, to provide more choices, with Credo’s legacy as a clean beauty pioneer and educator. We look forward to what we will bring to the industry together.”

The collection will premiere with eight clean beauty brands, including EleVen by Venus Williams, Innersense Organic Beauty and One Love Organics. “We worked in partnership to carefully consider what the Ulta Beauty guests would like to experience,” says Annie Jackson, Credo cofounder and COO. “The brands we chose all have strong brand positioning and a universal appeal across different categories. It was also important that the brands had more experience at retail so they can scale in an environment like Ulta.”

For some time now, Ulta has been growing its presence in the clean beauty space. “While we currently offer guests many clean options, this partnership reflects further refinement to our assortment,” Arnaudo says. “Our intention has always been and will continue to be to meet our guests where they are in their beauty journey; our partnership with Credo was a natural next step in our evolution to expand those options.”

Part of that effort is Conscious Beauty at Ulta Beauty, a holistic initiative intended to educate, guide and simplify. “Through the platform we will provide guests greater choices and transparency by working with strategic partners, such as Credo, to certify brands under five key pillars: Clean Ingredients, Cruelty Free, Vegan, Sustainable Packaging and Positive Impact,” Arnaudo says. “Launching this fall, we will work to meet guest needs and leave a positive legacy for our world. The Credo Collection at Ulta Beauty will launch within the Conscious Beauty platform.”

The aim is to make it easier for customers to shop for clean beauty, giving them more choices and greater transparency when it comes to sourcing, fragrance and ingredients. Ultimately, the goal of the collection is to change the beauty industry for the better, which Jackson says has always been Credo’s mission. “We have great respect for Ulta Beauty and their values align with ours very naturally,” she says. “This opportunity represented a terrific partner with an incredible platform to reach more people with Credo’s clean beauty choices.”

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