Pure Beauty

Ulta Beauty becomes first beauty retailer to launch dedicated shopping platform with Loop

By Becky Bargh | Published: 9-Mar-2021

Loop’s ‘milk man’ model allows customers to return empty beauty packaging to be refilled and reused

The US’ largest beauty retailer Ulta Beauty is making it easier for eco-conscious consumers to return their beauty packaging via a new shopping site with recycling firm Loop.

Through loopbyulta.com, customers can shop beauty skus from a selection of brands, including Burt’s Bees, Dermalogica and Soapply, and return the packaging to be refilled and reused.

To use the service, customers must pay a small deposit per product purchase that will be refunded after a product’s packaging has been returned; prices range from US$1-$2.

The site is an extension of Ulta’s partnership with Loop, which kick started upon the launch of its Conscious Beauty project in 2020.

Designed to help educate and guide consumers on environmentally-friendly product choices, the business’ initiative is available online and in-store.

Loop’s US arm also has a partnership with Walgreens and Kroger, where customers can buy a wider selection of personal care products.

For UK consumers, Loop has introduced its ‘milk man’ model in partnership with supermarket chain Tesco, offering products from Ren Skincare, Molton Brown, Beauty Kitchen and Nivea.

“Rethinking packaging provides the industry with the opportunity to develop new, luxurious designs that are also sustainable,” said Tom Szaky, founder and CEO of Loop.

“Consumers are increasingly asking for more environmentally responsible options in this category and this collaboration provides them with a solution that is simple and convenient.”

Ulta’s President, Dave Kimbell, added: “As the nation’s leading beauty retailer, we have a responsibility to continuously improve and bring innovative solutions forward for the industry.

“As we work to deliver more informed, conscious product choices to our guests, this first-of-a-kind partnership with the pioneers at Loop is an exciting step on our journey.

“We look forward to seeing our guests embrace Loop by Ulta Beauty as we all work together to create a lasting legacy for our world.”

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