Ultimate beauty: How Ulta Beauty is staying true to its brand while navigating the de-influencing trend

Ulta Beauty, one of the largest beauty retailers in the US, has been taking a different approach to influencer marketing compared to many of its competitors. While other brands have faced backlash for partnering with influencers who promote unrealistic beauty standards or fail to disclose sponsored content, Ulta has been focused on promoting authenticity and transparency.

Instead of relying on a small number of high-profile influencers, Ulta has built relationships with a large and diverse group of micro-influencers. These influencers are chosen based on their authenticity and their ability to connect with Ulta’s customers.


How I got my skin clear using @Clear Start which is available to buy at @Ulta Beauty #ad #clearstart #ultabeauty honestly love this product sm!

♬ New Kicks – Official Sound Studio

To ensure that customers are aware of sponsored content, Ulta requires all influencers to use the hashtag #ad or #sponsored. Additionally, Ulta reviews all content created by influencers before it is posted to ensure that it aligns with the brand’s values.

Ulta’s focus on authenticity and transparency has helped the brand build a loyal following among customers who are increasingly skeptical of traditional advertising. By working with a diverse group of influencers and prioritizing authenticity, Ulta has been able to build a more genuine connection with its audience.


loving these Ariana Grande fragrances for the haul-idays 🤪🤪🤪🤪🤪 @Ulta Beauty #ad

♬ Santa Tell Me – Ariana Grande

While influencer marketing can be a powerful tool for brands, it’s important to approach it in a way that is authentic and transparent. By following Ulta’s lead and working with a diverse group of micro-influencers who prioritize authenticity, brands can build stronger connections with their audience and avoid the pitfalls of de-influencing.


#ad Dive into the @Ulta Beauty app with me and figure out the KEY to shopping for all of your future beauty purchases #sponsored #ultabeauty

♬ original sound – grace kellyann

Overall, Ulta’s approach to influencer marketing serves as a model for other brands looking to navigate the changing landscape of advertising and build a genuine connection with their audience.

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