Ulta Launches the Beauty& Campaign to Help Redefine Beauty With Celebrity Backing

Ulta Beauty is looking to go beyond the surface of the beauty industry. The brand seeks to explore and highlight the many definitions of beauty with its new Beauty& campaign. This campaign is “designed to move the industry forward, widen the lens of beauty and inspire all to reclaim beauty on their own terms,” says the press release. As part of the campaign, the brand is launching its first-ever podcast and a limited edition t-shirt collection. Ulta Beauty is also donating $200,000 to The Jed Foundation. The foundation is a non-profit supporting the mental health of teens and young adults. The donation seeks to celebrate how beauty is more than skin-deep.

“As an industry leader, we believe we have a responsibility to drive progress rooted in positivity, inclusivity and celebration,” says vice president of marketing at Ulta Beauty Karla Davis said in the statement. “Beauty& was born from the insight that the duality of confidence and insecurity in the beauty industry has existed for far too long, and when we focus our energy on the good, beauty can and does deliver. Our comprehensive campaign reflects many ways to celebrate individuality, resilience, strength, and above all else, the beautiful possibilities that live within each of us.”

The partners

To celebrate and elevate the Beauty& mission, Ulta Beauty partnered with three designers to create exclusive t-shirt designs. The t-shirts were designed by founder and CEO of Phenomenal Media and New York Times bestselling author Meena Harris; beloved artist Timothy Goodman; and celebrated muralist and artist Emmy Star Brown. We talked to Harris and the two artists ahead of the launch.

“For me, beauty is for everyone, it’s completely inclusive. With my art, I like to create things that touch on the topics of inclusivity,” Goodman tells us. “Art should be for everyone, and so should the beauty industry.” Brown jumped in, adding that “beauty and art are both solid forms of self-expression.” Part of making beauty more inclusive includes bringing more men into the mix. “Beauty is for men, for straight men and hetero men. More men should feel empowered to talk about it, to be a part of it, and feel like they can still ‘be a man’ and have all of that,” says Goodman. Brown urges him to scream this message from the rooftop.

Goodman often mixes his art with messages about mental health. He points to an overlap of beauty and mental health. “Beauty is a form of self-expression, right? That is wonderful, and everyone should have the space to do whatever they want,” he says. Brown adds that the campaign is focused on trying to reframe the conversation around beauty to “really elevate and celebrate self-care, self-love, self-expression and self-esteem.”

The podcast

This Fall, Ulta will launch The Beauty Of podcast. The podcast will “amplify exciting perspectives on the many definitions of beauty,” according to the press release. The bi-weekly podcast aims to spark conversations, shift perceptions and demonstrate how expansive beauty really is.

It's Personal

At NewBeauty, we get the most trusted information from the beauty authority delivered right to your inbox

Find a Doctor

Find a NewBeauty "Top Beauty Doctor" Near you

Select a state State AL AR AZ CA CO CT DC FL GA HI IA IL IN KY LA MA MD MI MN MO NC NE NJ NV NY OH OR PA SC TN TX UT VA WA WI Select a state Specialty Cosmetic Dentist Dermatologist Facial Plastic Surgeon Hair Restoration Specialist Oculoplastic Surgeon Periodontist Plastic Surgeon Prosthodontist Vein Specialist Select a state Treatment Abdominal thread lifts Accent your Body Acne Treatments Alexandrite Laser Arm Lift Asclera Bellafill Belotero Blue Light Body Body Lift Botox Botox Browlift Brachioplasty Brazilian Butt Lift Breast Augmentation Breast Augmentation with Fat Grafting Breast Implants Breast Implants with Saline Breast Implants with Silicone Breast Lift Breast Lift with Implants Breast Reconstruction Breast Reduction Browlift Butt Enhancement Carboxytherapy Cellulite Treatment Cheek Augmentation Cheek Augmentation with Fat Grafting Cheek Implants Cheek Lift Chemical Peels Chin Augmentation CO2 lasers Cool Lipo CoolSculpting CoolTone Crowns Dental Bonding Dental Implants Dimpleplasty Diode Laser Dysport embrace Active Scar Defense Emsculpt Endermologie Endoscopic Browlift Endoscopic Facelift Endoscopic Tummy Tuck Erbium Lasers Exilis Ultra 360 Eyelift Eyelift with Fat Grafting Face Facelift Facelift with Fat Grafting FaceTite Fat Melters and Fat Reducers Fat Transfer Forma Fractional CO2 lasers Fractional Resurfacing Lasers Fractora Glycolic Peels Glytone Enhanced Brightening Cream Gum Dermabrasion Gum Lift Hair Hair Removal Hair Transplant Hair-Loss Treatment Injectables & Fillers for Cheek Augmentation Injectables & Fillers for Eyelift Injectables & Fillers for Lip Enhancement Injectables And Fillers Injectables and Fillers with Fat Grafting Intense Pulsed Light (IPL) Invisalign Isolaz Juvéderm Juvéderm Volbella Juvéderm Voluma Kybella Lactic Acid Peels Laser Liposuction Lasers Lateral Tension Tummy Tuck Limited Incision Facelift Lip Enhancement Lip Enhancement with Fat Grafting Lip Implant Lip Lift Liposculpture Liposuction Liquid Facelift Long Pulsed N: Yag laser Lower Blepharoplasty Lower Body Lift Lower eyelid surgery Lower Facelift MACS Lift Mandelic Peels Microdermabrasion Microinjection Microneedling Microwave Laser Treatment Mini Tummy Tuck Mini-Facelift Mommy Makeover Nd: Yag Neck Liposuction Necklift Nonsurgical Facelift Nonsurgical Rhinoplasty Obagi Blue Peel Otoplasty Perlane Phenol Peels Photobiomodulation Photodynamic Therapy (PDT) Photofacial PiQo4 Plasma Resurfacing Lasers Power Assisted Liposuction Prevelle Pulsed Dye Radiesse Radio Frequency with Microneedling Radio Frequency-Assisted Lipolysis Red Light Restylane Restylane Defyne Restylane Lyft Restylane Refyne Restylane Silk Revision Rhinoplasty Rhinoplasty Salicylic Peels SculpSure Sculptra Aesthetic Selphyl Silhouette Instalift Skin Skin Tighteners Skin Treatments Slim Lipo Smart Lipo SMAS facelift Smile Smile Makeover Smoothshapes Straightening Stretch Mark Treatments TCA Chemical Peels Teeth Whitening Thermage ThermiTight Thigh Lift Titan Tooth Contouring Traditional Facelift Tumescent Liposuction Tummy Tuck Ulthera Ultherapy Ultrasound Assisted Liposuction Umbilicoplasty Upper Blepharoplasty Upper eyelid surgery Vanquish ME VASER Lipo Vein Treatments Velashape Velasmooth Veneers Xeomin Search