Yesterday, the makeup, hair and skin care retailer announced in a press release that it would be dedicating $25 million to double the amount of Black-owned beauty brands sold in Ulta stores by the end of 2021 and increase marketing support for those brands. They also shared that Tracee Ellis Ross would be coming on as the company's new Diversity and Inclusion Advisor, which is pretty damn cool.
As part of this initiative, Ulta has revealed their MUSE (Magnify, Uplift, Support, Empower) platform on Instagram, aimed to "celebrate, honor and amplify Black voices in beauty" and "[shine] a light on bold, brilliant and beautiful Black women who have defied and defined limits."
As part of the first rollout of this diversification plan, Ulta is featuring three new brands in stores for the month of February: Mented Cosmetics, Keys Soulcare and Black Girl Sunscreen. Let's get to know them, shall we?