Last week, Ulta Beauty revealed a Conscious Beauty program certifying brands in five areas: clean ingredients, cruelty-free testing, vegan formulations, sustainable packaging and positive impact. Preceded by clean beauty retailers such as Credo and The Detox Market making moves to address sustainability, the beauty chain’s program signals a broadening from clean beauty to a wider view of ethical beauty beyond free-from claims and human safety repercussions. We wondered what beauty entrepreneurs thought of Ulta Beauty’s approach and asked 14 of them: What’s your take on the retailer’s new Conscious Beauty initiative?