There is power in makeup. While some see it as a mask to hide behind, there is a whole community who sees makeup as a tool. Ulta Beauty believes that makeup can be a vessel to empowerment, confidence, expression, and self-love. The goal of Ulta Beauty’s brand refresh is to put more emphasis on the individual, rather than the products they sell. While Ulta wants every age, race, and gender to feel welcome, the primary audience is 16-25-year-old females. The bright colors and organic shapes are meant to represent a melting pot of different people working together. Ulta’s new personality is accepting, fun, and friendly.