Ulta Beauty celebrates beauty as force for good 

(Courtesy McCann)

Ulta Beauty, the nation’s largest beauty retailer, today revealed Beauty&, a 360-campaign designed to move the industry forward, widen the lens of beauty and inspire all to reclaim beauty on their own terms.

The campaign, created in partnership with McCann, includes creative work, the brand’s first-ever podcast, a limited-edition t-shirt collection developed in partnership with designers Meena Harris, Timothy Goodman, and Emmy Star Brown.

Rooted in insights from cultural leaders and beauty enthusiasts, the campaign spans compelling creative, the brand’s first-ever podcast, a limited edition t-shirt collection and in effort to celebrate how beauty is more than skin-deep, a $200,000 donation to the Jed Foundation, a national non-profit supporting the mental health of teens and young adults.  Watch below:


“As an industry leader, we believe we have a responsibility to drive progress rooted in positivity, inclusivity and celebration,” said Karla Davis, vice president, marketing, Ulta Beauty. “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.” 

Bringing Beauty& to Life 

To celebrate and elevate the Beauty& mission, a limited-edition t-shirt collection made from recycled materials launches today. Ulta Beauty partnered with three incredible designers: Founder & CEO of Phenomenal Media and New York Times bestselling author, Meena Harris; famed New York-based artist Timothy Goodman; and celebrated Chicago-based artist and muralist Emmy Star Brown. Each embraced the campaign message to create a unique t-shirt design for beauty enthusiasts. The three designs can be found for purchase while supplies last on ulta.com as of today for $25. 

Beauty’s powerful impact on self-esteem, self-care and self-expression comes to life internally and externally. Recognizing the importance that lies at the intersection of beauty and self, Ulta Beauty’s donation to the Jed Foundation is intended to help the leading nonprofit provide teens and young adults with skills and support to manage emotional health, cope with challenges, and support themselves and others in their lives. This donation embraces a demographic deeply vested in the beauty space as a means to show how the industry can be a force for good in their daily lives. 

“We are honored and grateful to work with Ulta Beauty as a part of the Beauty& campaign to empower all to reclaim beauty on individual levels,” said John MacPhee, CEO, The Jed Foundation. “We are thrilled to see a beauty leader use its platform to amplify inclusivity and compassion through self-esteem, self-care and self-expression. With this generous donation, JED is able to further our mission to implement a mental health culture of caring that improves well-being and reduces risks for suicide among young adults across the country.”

To spark dialogue, shift perceptions, and showcase how expansive beauty truly is, the company will launch The Beauty of, a bi-weekly podcast that will push beyond traditional beauty topics and expand the lens of beauty in unexpected spaces and places.

Hosted by Ulta Beauty Pro Team member David Lopez, the show will engage guests such as Tamara Walcott, Virgie Tovar and AM Darke to challenge beauty standards and dive beneath the surface of nontraditional beauty topics. Launching this fall, The Beauty Of will amplify exciting perspectives on the many definitions of beauty.  

The powerful Beauty& platform debuted nationally last week with a creative anthem featuring a curated cast of diverse creators, up-and-coming beauty influencers, and confident leaders. The cast includes Zuri Marley, Steph Aiello, Elle Snyder, David Lopez, Jamika Martin, Sophia Morales, Alicia Tao, Gaby Alcala, Gage Crismond, Amanda Booth, Chelsea Woody, Tamara Walcott, and Laritza Labouche, among others.

The campaign can be seen on television, streaming, and social platforms.  


CLIENT: Ulta Beauty

  • Dave Kimbell: CEO
  • Karla Davis: VP Integrated Marketing
  • Lisa Lu: Director Integrated Marketing
  • Christine White: Senior Director Social & Media Strategy
  • Dylan Wiseman, Senior Manager, Social & Content Strategy
  • Eileen Ziesemer: VP Public Relations


  • Kathleen O’Brien, EVP Executive Creative Director
  • Kat Saoyen, VP Creative Director
  • Debbie Yoo, Senior Art Director
  • Idara Akpan, Senior Copywriter
  • Jazzmine Bustamante, Junior Art Director
  • Jamar Callender, Art Director
  • Wallis Perry, Copywrtier
  • Maria Useche, Art Director
  • Isabella Leon: Junior Copywriter
  • Production and Talent:
  • Jory Sutton, Senior Integrated Producer
  • Ani Goldoni, Junior Producer
  • Eric Johnson, SVP, Executive Integrated Music Producer
  • Colleen Dahlstrom, Music Producer
  • Madison Rowe, Junior Music Producer
  • Jamie Jou, Business Manager, Music 
  • Krenzy Vergara, Talent Payment Manager, Business Affairs
  • Theresa Mananzano, Senior Business Manager 
  • Kimberly Kress, EVP Head of Celebrity & Creator Partnerships
  • Camile Dagorn, VP Creator Partnerships
  • Tom Wentworth, VP Celebrity Partnerships 
  • Damien Choy Smith, Senior Director Celebrity Partnerships 
  • Jackie Blum, EVP Executive Account Director
  • Megan Tierney, VP Account Director 
  • Courtney Marin, Account Director
  • Thu Tran, Account Supervisor
  • Natacha Mihigo, Account Executive
  • Ashely Ren, Assistant Account Executive
  • Laura Frank, SVP Group Strategy Director
  • Paddy Mangunta, Strategy Director
  • Julia Brown, Associate Director of Project Management
  • Joanna Diaz, Project Manager


  • Director: Amandla Baraka
  • Director of Photography: Malik Hassan Sayeed
  • President: Rhea Scott
  • Head of Production: Elaine Behnken
  • Executive Producer: Helen Hollien
  • Line Producer: Annalise Rowane 
  • Staff Coordinator: Dave Randolph
  • Production Supervisor: Shae Horton
  • Comm Coordinator: Channer Miller 
  • 1st AD: Greg Jenkins
  • 2nd AD: Adam Hein 
  • Camera Op: Anthony Brookes
  • Gaffer: Donald “Mazi” Mitchell
  • Key Grip: Otis Burkes
  • Production Designer: Jona Tochet
  • Hair Styling: Vernon Francois & Michelle O’Connor
  • Make-Up: Lottie Stannard
  • Wardrobe Stylist: Mindy Le Brock
  • Manicurist: Ronna Jones 
  • Location Manager: Byll Williams & Matthew Mehl
  • Gangboss: James Deegan

EDIT: Cut & Run

  • Editor: Eric Argiro
  • Creative Director, Animation and Design: Jun Lee
  • Managing Director: Lauren Hertzberg
  • Executive Producer: Ellese Shell 
  • Producer, Post Production: Diana Méndez
  • Producer, Finishing: Evan Sanyour

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