Ulta Beauty launches The Joy Project

Ulta Beauty, the nation’s largest beauty retailer, announced the launch of The Joy Project, a long-term initiative created to help beauty enthusiasts and consumers at large find, embrace and experience joy. 

In partnership with best-selling author, motivational speaker, and award-winning podcast host Mel Robbins, Ulta Beauty is on a critical mission to combat what research found to be the number one obstacle to experiencing joy, our inner critic. Through ‘The Joy Study,’ third-party research commissioned by Ulta Beauty, the retailer aims to spark a national conversation about the barriers to joy we all face and how to overcome them. Starting with a bespoke associate training curriculum, crafted by Robbins, to positively transform the way Ulta Beauty’s 53,000 associates think about themselves and ultimately empower guests to do the same.

“At Ulta Beauty, we strive every day to use the power of beauty to bring to life the possibilities that lie within each of us, and joy is a feeling we want everyone to experience when walking through our stores,” said Michelle Crossan-Matos, chief marketing officer, Ulta Beauty. 

“The reality is, there’s a joy deficit in our country, which if left untreated, will only continue to hold people back from living the lives they’ve always wanted. As industry leaders, who care deeply about how people experience beauty and show up in the world, we believe it’s our responsibility to help change this. By taking an inside out approach, in helping our associates unlock their own barriers to joy, and using our platforms to positively influence the communities we serve, we know we can ignite a movement that will help people everywhere live more authentic, and joyful lives.”

Ulta Beauty has always championed authentic self-expression and through its purpose-driven work is redefining how the world sees beauty. The Joy Project is a continuation of these long-term efforts and builds on its commitment to make beauty a force for good for all.

After listening to feedback from associates who regularly witness guests struggle with negative self-talk, Ulta Beauty was inspired to understand how the inner critic could be affecting people’s ability to experience joy and overall wellbeing. The Joy Study examined a sample of how 5,000 national adults and teens experience joy and the common barriers to experiencing it on a daily basis. The research found that 73 percent of those surveyed experience negative self-talk, 70 percent experiencing it don’t recognise negative self-talk when they’re actively doing it, and 91 percent identify negative self-talk as a primary obstacle in their ability to experience joy. Understanding this work starts from within, Ulta Beauty is partnering with Mel Robbins, to rewrite the narrative and help the beauty community at large experience more joy, starting with its vast network of associates.