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Ulta Beauty To Carry Undefined Beauty

Undefined Beauty, an inclusive beauty and wellness brand, is now available on Ulta.com. The brand will be available in 634 Ulta Beauty locations within Conscious Beauty at Ulta Beauty on October 30.

The brand was founded in 2018 by Dorian Morris, who was determined to democratize beauty and undefine the industry with an unapologetic, uncompromising, unfiltered approach to plant-based wellness.

“The beauty/wellness industry has historically had one face and I believe we all deserve access to high quality products that don’t break the bank. Undefined was created to bridge that gap with performance-driven, prestige quality formulas at accessible prices,” said Morris. “We’re focused on changing the narrative and elevating clean, conscious, inclusive plant magic. Inclusivity is multifaceted and broader than the color of your skin — it’s bringing people into conversations they’ve historically been left out because they don’t know where to start — information inclusivity — or they can’t afford —economic inclusivity. Undefined strives to make everyone feel comfortable, empowered and able to thrive. We are proud to partner with Ulta Beauty to reach so many beauty lovers and importantly, to work together in authentically elevating inclusivity. Wellness shouldn’t be illusive or exclusive — let’s democratize it.”


Dorian Morris, founder, Undefined Beauty

Ulta Beauty’s Conscious Beauty format empowers consumers to make informed product choices and celebrates brands that share their values, according to the retailer. Undefined is certified across all five of the program’s pillars: clean ingredients, cruelty free, vegan, sustainable packaging and positive impact.

Ulta Beauty represents Undefined’s largest, most strategic beauty retail partnership, reinforcing the skincare brands’ mission to democratize beauty via “clean-ical,” cruelty-free, vegan, adaptogen-infused, skin barrier boosting and consciously crafted products at accessible prices. With values rooted in conscious capitalism, the brand partners with female-founded, BIPOC, LGBTQ+ and local businesses across its supply chain, underscoring its strong belief that business empowers business.

“The Ulta Beauty family could not be more excited to welcome Undefined into our unparalleled assortment,” said Penny Coy, VP-merchandising, Ulta Beauty. “We want our guests to see themselves reflected at Ulta Beauty in approachable, exciting ways that meet their values and Dorian’s brand delivers that and more. As a destination where brands thrive, we look forward to working closely with the Undefined team in support of our shared ambitions.”

Ulta Beauty customers can discover Undefined Beauty’s R&R Collection, which pairs ancient plant wisdom with powerful clinically proven actives to Reset & Replenish the skin barrier, including the R&R Day Serum ($28), R&R Gel-Crème ($28), R&R Cleanser ($24), R&R Exfoliator ($28), R&R Night Serum ($28) and R&R Sun Serum Tinted Mineral SPF 50 ($28).


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