‘I didn’t do anything wrong’: Black woman calls out Ulta after security shows up during her shopping trip

In a TikTok video, Josie (jo2u_) alleged she was shopping at an Ulta Beauty outlet in Virginia Beach when she noticed 5 cops inside the store near her and asked the staff about them. Although they didn’t provide an answer, she believed she was being racially profiled, noting that there was no one else in the store besides her and her friend, both of whom were black. 

“I didn’t do anything wrong,” Josie said, almost in tears, before adding, “You have people who have cultural competence to understand you do not racially profile somebody.” In a later video, Josie said Ulta reached out after viewers tagged the company in the comments on her video and tried to resolve the issue. She appreciated Ulta’s efforts, while noting that prompt action in cases like hers sets a precedent for demanding accountability when wrongdoing occurs.

In another video, Josie showed the receipt for her Ulta purchases. In the caption, she wrote, “Racial profiled for shoplifting at your Hilltop location in Virginia Beach, VA. I spent $966. I also used my Ulta Credit card,” seemingly taking a dig at them.

Josie immediately confronted Ulta about the issue

Although Josie’s account does not establish whether she was actually targeted based on her race, it is important to note that she acted quickly as soon as she realized something was wrong. She also tried to prove her innocence to those around her, notably by showing (as her video shows) that she had no purse in which she could have concealed and stolen items from the store. 

Additionally, at the end of her original video, she mentioned that she would call the store, showing that she isn’t afraid to pursue multiple routes to find the truth. Now, there are several ways to file a complaint with Ulta.

You can call 1-866-983-8582. You can also choose to submit feedback through the Ulta Beauty Contact Us Page or email at [email protected]. If you are submitting information by mail, include the store’s city and street address, the incident’s date and time, the employee’s name or a description of their appearance, and a clear account of what occurred. For those submitting customer support feedback, if there is space for you to include these details, then use them. 

Josie’s audience, like her, also hoped that she would take action against the Ulta outlet, as they revealed in the comments on her original video. One person notably told Josie to return the items she brought to the same store, highlighting her experience with the employees and saying she would rather take her business elsewhere. Josie responded, saying she had already returned the items.

The Mary Sue reached out to Josie for any comments.

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