Overview

• Ulta’s late-July promotional video with non-binary influencer Jonathan Van Ness emphasized inclusivity and self-expression in beauty.
• The campaign reignited the #BoycottUltaBeauty trend on X as critics argued the brand should have selected an ambassador reflecting its predominantly female customer base.
• The outcry follows a 2022 episode featuring Dylan Mulvaney and David Lopez that also prompted boycott calls, to which Ulta responded by affirming that “beauty is for everyone.”
• On August 4, local prosecutors filed misdemeanor charges against Ulta’s Marina Pacifica store for allegedly overcharging customers on two products.
• As of August 5, Ulta has not issued a public response to the renewed boycott movement or the pricing allegations.