
Current Ulta Logo

Redesigned Ulta Logo


Moodboard




Single Page Print Ads

Ulta Store Front

Ulta In-Store Banner

Cosmetics Bag

Credit Cards

Reusable Shopping Bag

Mailing Box

Mailing Box





Glass Jar Packaging

Primer Tube Packaging




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.
Current Ulta Logo
Redesigned Ulta Logo
Moodboard
Ulta Store Front
Ulta In-Store Banner