Why it matters

Multicultural consumers are among the main drivers of growth for products like cosmetics and skincare, but must often navigate a category that has frequently offered a narrow perspective of beauty. Brands must adapt their approaches to make sure they are truly serving consumers with different needs.


  • Participating in conversations around the importance of diversity and inclusivity is important for marketers that want to build equity with multicultural consumers.
  • A commitment to diversity must run throughout an organization’s strategy and operations, rather than being a simple marking play.
  • Brands should avoid making assumptions about broad consumer segments, and instead understand personal nuances and preferences.

Ulta Beauty – a retailer that operates 1,200 stores across the United States – identified a powerful contradiction at the heart of its category.