This is the mantra of 2025 and beyond. Our community has filled corporate coffers for years, and with many companies quietly rolling back diversity and inclusion efforts—initiatives that benefited not only people of color but also women and differently-abled individuals—it’s time to be intentional about where our dollars go. Reviewing and understanding the corporations we support isn’t just smart—it’s essential. We have economic power, and now is the time to flex it.
With Ulta Beauty’s annual sale upon us once again, this is the perfect opportunity to ask: Does Ulta still prioritize diversity, equity, and inclusion (DEI) in 2025? Through initiatives like the MUSE Accelerator Program, investments in BIPOC brands, and internal DEI programming, Ulta has positioned itself as a company committed to inclusivity. But does that commitment hold up today?
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Here’s what we discovered:
Ulta’s MUSE Accelerator continues to support BIPOC-founded beauty brands, providing mentorship, $50,000 grants, and business coaching. The company remains committed to the Fifteen Percent Pledge, increasing shelf space for Black-owned and -founded brands. Internally, Ulta has expanded its Diverse Leaders Development Program, offering executive mentorship and leadership training to develop future diverse company leaders. DEI training remains a priority, with Ulta allocating millions to programs tackling unconscious bias and leadership inclusivity.
Perhaps because Ulta still supports and fully understands the importance of DEI, billionaire beauty leader Rihanna had this to say about keeping her brand in all of their stores:
“I’m excited to let everyone in on the secret that 2025 is the year of Gloss Bomb at Ulta. You’re gonna love what we have for you this year. Gorgeous new shades in my favorite must-have lip product!” – Rihanna
And she’s not exaggerating.
Fenty Beauty is keeping lips glossy and gorgeous all year long. Throughout 2025, new shades of the cult-favorite Gloss Bomb Universal Lip Luminizer will drop exclusively at Ulta Beauty. But first, Fenty Beauty is kicking off the year with the return of the best-selling Gloss Bomb Heat in Lavender Savage ($26).
Originally launched in 2022, Lavender Savage has been one of the most highly requested Fenty products. The sheer lavender shade delivers a wet-look finish, and thanks to Fenty’s Plump Job Complex (featuring Ginger Root Oil and Capsicum), it instantly creates fuller-looking lips. Add in its signature light peach-vanilla scent, and it’s no surprise fans have been begging for its return.
“So, when I step out, it’s giving pout.” – Rihanna
Fenty Beauty’s Gloss Bomb was first introduced as the brand’s only lip product when it launched in 2017, instantly becoming a hit with its high-shine, ultra-nourishing formula. Originally available in one Fenty Glow shade, it has since expanded to 18 shades and 4 formula finishes, cementing itself as the ultimate universal finishing touch for any look.
So, as we head into another year of beauty, one thing is clear: voting with your money matters. And for brands still standing strong in their DEI commitments—like Ulta and Fenty Beauty—it’s worth taking note.
