For Black History month, Ulta Beauty wanted to pass the mic to one of its original muses, Jasmine Mans. Jasmine is the voice of the company’s MUSE anthem film and an honouree in MUSE 100.

In the brand's continual support of the muses shaping, influencing and changing the beauty landscape, it teamed up with McCann to give her creative freedom to conceptualise a sequel to its powerful manifesto.

In her own words, she created an 'Ode to Black Beauty', a 1-minute poem dedicated to the beauty of the Black community. In collaboration with McCann, Jasmine and her team of Black creatives shot a social video of her performing the piece. The film will be featured throughout February across various owned and paid channels.

In addition to its collaboration with Jasmine Mans, Ulta Beauty also announced it will invest $50 million to advance its diversity, equity and inclusion efforts – doubling its 2021 commitments. As a part of these 2022 commitments, the leading beauty retailer will invest:

- $25 million in multicultural media platforms, with 10% directly spent with Black and Latine owned media outlets, outpacing media industry benchmarks  

- $8.5 million in marketing support for Black-owned, Black-founded and Black-led brands within the company’s assortment, more than doubling last year’s investment to reflect the retailers’ expanded Black-owned assortment

- $5 million investment specific to support BIPOC entrepreneurs with New Voices venture fund, with a focusing on providing access to shelf space, merchandising and marketing support