Ulta Beauty Under Fire for ‘Conscious Beauty’ Marketing Claims
On November 3, 2025, beauty retail behemoth, Ulta Beauty, found itself at the receiving end of a nationwide class action lawsuit. The legal action challenges the company’s marketing practices surrounding its “Conscious Beauty” product line. The lawsuit alleges that the retailer falsely advertised products as being free from certain ingredients, which, in fact, appear on Ulta’s own “Made Without List”.
The lawsuit brings to light serious concerns about transparency in clean beauty marketing. This comes at a time when consumers are increasingly opting for products devoid of controversial ingredients such as:
- Sulfates
- Parabens
- Synthetic fragrances
Ulta’s Conscious Beauty initiative has been a key part of the retailer’s strategy to tap into the rapidly expanding clean beauty market.
This legal challenge emerges amidst wider industry scrutiny over “greenwashing” practices in beauty marketing. The case underscores the importance of accurate ingredient disclosure and the potential legal repercussions when marketing claims do not match actual product formulations. The lawsuit seeks damages for consumers who purchased these products based on the allegedly misleading “Made Without” claims.
Source: Global Cosmetics News