Ulta Takes Clean Beauty Mainstream

Gina Acosta
Executive Editor
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Ulta Takes Clean Beauty Mainstream
Credo Beauty was founded in 2014 in San Francisco.

Ulta is making its first big splash in the growing category of clean beauty.

The beauty retailer announced it will begin to sell Credo Beauty products in its stores this fall. 

Credo, founded in San Francisco in 2014 by former Sephora executives, is one of the fastest-growing clean beauty retailers in the U.S.; it offers more than 135 beauty brands across skin care, color, body, fragrance and hair care categories. For Credo, which has nine stores in the U.S., the Ulta deal is an opportunity to scale. For Ulta, it's the company's first major attempt to leverage the opportunities in a hot category within beauty. The deal also comes at a pivotal time for Ulta, which had a 32.7% net sales decline in its first quarter due to the COVID-19 lockdowns across the country. 

The natural beauty category has seen serious gains over the past year, with Nielsen data showing sales in mass stores growing at an 8.7% rate versus overall conventional health and beauty gains of 1.2%. Trend watcher Grand View Research estimated last April that clean beauty will generate nearly $25 billion by 2025.

“As a trailblazer in ingredient authenticity and transparency, Credo Beauty is the perfect partner for us as we continue to evolve our clean beauty offerings for guests,” said Monica Arnaudo, chief merchandising officer, Ulta Beauty. “We know ninety percent of Gen-Z shoppers intend to buy clean beauty products in the next year; this first effort together, a clean collection handpicked by the experts at Credo, offers amazing products and more beautiful, clean possibilities for their needs.”

As of May 2, 2020, Ulta Beauty operates 1,264 retail stores across 50 states and also distributes its products through its website.