Recent public attention has turned to the beauty retailer after news spread about its collaboration with surveillance firm Flock Safety, igniting protests online and renewing discussions about the use of security technologies in the retail sector.
Surveillance Technology Faces Social Media Backlash
Ulta Beauty faced a surge of criticism this week due to the revelation that automated license plate readers (ALPRs) from Flock Safety are installed in a limited number of its stores. The issue gained momentum thanks to a viral campaign led by UltraViolet, which inspired widespread opposition voiced on Ulta’s Instagram account as well as other social platforms.
An individual familiar with Ulta’s operations disclosed that Flock’s ALPRs are present at less than 1% of its roughly 1,500 locations across the country. These devices are limited to capturing vehicle plates only and do not employ facial recognition. The public remains unaware of when Ulta’s partnership with Flock began, and both companies have declined to provide further details about their working relationship.
Flock Safety Technologies Scrutinized by Communities and Lawmakers
Recently, Flock Safety has encountered increasing opposition regarding its vehicle-tracking technologies. Incident reports have noted more frequent acts of vandalism targeting Flock’s ALPR cameras, while multiple state and local governments are assessing whether to limit or halt their implementation due to public concern.
To address these controversies, Flock updated its terms and conditions in August 2023. However, many community members and advocacy groups still cite privacy and the actual crime-prevention value of ALPRs as major points of contention, with discourse persisting around the presence of surveillance in both retail and public settings.
Retail Security Efforts Linked to Crime Prevention Technology
Organized retail crime is an ongoing challenge for businesses nationwide, with organizations such as the National Retail Federation and the Retail Industry Leaders Association advocating for lawmakers to enact federal laws to address these crimes.
On its website, Flock Safety positions organized retail crime as an important use case for its technology, claiming that its systems can flag vehicles connected to prior offenses and notify employees when those vehicles return.
Success stories from Flock highlight its role in supporting law enforcement investigations. For example, an April 2023 blog entry recounts how their cameras were instrumental for Fairfax County Police Department in Virginia when apprehending suspects responsible for thefts at Ulta Beauty stores. Additionally, Flock’s AI chatbot has identified Ulta as “one of Flock Safety’s retail partners,” indicating that the company uses Flock’s systems to “help identify repeat offenders and prevent fraud.”
Ulta Beauty’s Perspective on Security and Recent Events
During Flock Forward’s August 2025 event, Rory Stallard, Ulta Beauty’s director of organized retail crime, outlined a post-pandemic increase in store violence and described the company’s need for technology such as Flock’s to support collaboration with law enforcement and enable faster crime resolution. Stallard emphasized prevention over reaction. At a more recent Flock Forward conference, Stallard remarked in a subsequently deleted LinkedIn message that these events allow for productive exchanges between retailers and law enforcement professionals.
Continuing Controversy Over Technology and Consumer Privacy
With the ongoing spotlight on Ulta’s partnership with Flock Safety, the conflict over surveillance, privacy, and crime prevention technology intensifies. As retailers aim to deploy new strategies to protect their patrons and products, the concerns of the public over increased data monitoring persist. The retail industry faces challenging decisions ahead as it seeks to navigate the delicate balance between security and individual privacy.