THE BEAUTY OF

ULTA BEAUTY

We launched The Beauty Of… visual podcast to spark conversation around underrepresented, and sometimes uncomfortable, topics adjacent to beauty. In a charged political climate, we knew those conversations could get heated, especially coming from a brand. But we did it anyway.

And it did get heated — even sparking a viral #boycottulta moment.

Rather than retreat, we faced every conversation head-on and stayed true to our belief that beauty belongs to everyone. Our audience stood with us. And the boycott backfired, fueling a record-breaking sales year for Ulta and proving that standing for your beliefs can be good for culture and business.

Listen to The Beauty Of…

ANDY Awards: Gold (Bravery)
Clio: Bronze (Streaming/Downloadable Content)
Clio: Shortlist (Fashion & Beauty)
AICP Next: Shortlist (Influencer)
Webby: Nominee (Branded Content)
Webby: Nominee (Fashion, Beauty & Lifestyle)

Case Study

Show Intro

Woman with long, wavy brown hair wearing a bright pink satin blouse speaking into a black microphone during a podcast or interview.
Two people are sitting and talking at a round table with a pink laptop and two microphones, in a colorful room with abstract wall art and shelves.
A woman with short blonde hair speaking into a microphone during a podcast or interview. She is wearing a black T-shirt with a red heart and text that says 'make love not porn'. She is gesturing with her right hand, pointing her index finger up, and has a serious expression. There is a cup on the table that says 'THE BEAUTY OF...' and a laptop in front of her.
A woman speaking into a microphone, wearing headphones, and gesturing with her finger.
A woman with long twisted braids styled in an updo, speaking into a microphone, wearing a yellow blazer and a white polka-dot blouse, with colorful artwork in the background.
A woman with a red headscarf speaking into a microphone, gesturing with her hands during a podcast or interview in a bright room with artwork and a shelf in the background.
Collage of social media comments, videos, and sales metrics celebrating Ulta Beauty's podcast success and sales growth, with headlines from media outlets and screenshots of podcast episodes.