Ulta Beauty's first creator collective

Ulta Beauty wanted ongoing awareness around its key brand moments, a larger social following and a real sense of community among beauty consumers, but it had no existing creator collective to draw on. Obviously read the gap as structural rather than creative: in a category where sustained creator presence, not one-off campaigns, drives visibility, a national retailer needed a standing cohort that stayed active across the whole calendar instead of concentrating impact in a single window.

Obviously built Ulta Beauty's first brand collective, 50 creators chosen through an extensive application process, spanning all 50 US states across three tiers. The agency sourced and vetted the roster, then sustained it for twelve months as an operating system rather than a list: MasterClass training sessions, a dedicated Facebook group and monthly brief touchpoints tied to Ulta's tentpole campaign moments kept the creators productive and retained.

Tying briefs to existing brand moments spread the program across the year, and the tiered structure engineered retention rather than assuming it. Platforms are not disclosed in the available sources. Obviously reports more than 3,100 unique content pieces, 5.2 million total impressions and 143,000 new followers for the @ultabeauty account over the year-long partnership; these figures are self-reported and not independently verified.