Ethical Marketing: Ulta's Support of the LGBTQ+ Community

Earlier in October, Ulta Beauty stood up for Dylan Mulvaney (a transgender influencer) after critics claimed they would boycott Ulta for featuring Mulvaney on "The Beauty Of", their podcast. It is tempting to look at this response from the cosmetics company like a purely selfless act, but few things are so black and white. Ulta Beauty, at the end of the day, is a business and stands to profit from allying with the LGBTQ+ community.

That said, this is a grey area. Profit may not be their only motive (just like allyship may not be either). Like I recommended in my article on successful ethical marketing, Ulta simply chose a cause they can back up with their actions in the process of doing business. After all, this gesture of support for Mulvaney and the trans community will draw in allies and LGBTQ+ buyers—but also alienate other buyers in the alleged boycott. Yet Ulta is still standing firm with Mulvaney to establish their brand integrity and social responsibility. These traits will benefit the beauty brand in the long run.

Gen Z is increasing their buyer power steadily, and they are very clear in their moral buying habits. When they're boycotting brands that don't align with their ethical values, this choice will put Ulta in the group of companies that could keep their business.

Beyond that, it's important to realize Ulta is adapting to an evolving market instead of manipulating it. Their support of LGBTQ+ culture is a far cry from Gillette convincing women that they need to be hairless to be attractive or how lobbying to change dietary guidelines could be inspired by self-serving interests. Trans and non-binary communities want beauty products of their own free will, and men are re-joining the cosmetics scene as well. Ulta is filling a market need that is already there rather than artificially creating it.

Not that Ulta has never made a mistake before, of course, but I hope that their support of the LGBTQ+ community inspires other brands to adopt truly ethical marketing.