Why Ulta Is In Hot Water With Its Customers: They ‘Should Be Ashamed Of Themselves’

Ulta Beauty (ULTA) has found itself facing serious backlash after it sent an insensitive email to its customers about fashion designer Kate Spade, who died from suicide in 2018.

The beauty company has since issued an apology for the newsletter it emailed out that said, “Come hang with Kate Spade” as it promoted the perfume line sold under the designer’s name.

At the time of her death, Spade was found hanging in her Manhattan apartment. At 55, Spade was a prominent fashion designer with a line of popular handbags and other products sold under her name.

Spade’s husband said that she suffered from anxiety and depression, according to CNN.

The newsletter from Ulta, which was emailed to customers on Sunday, caused many to take to Twitter to share their upset with the chain’s poor choice of words, referring to Spade’s cause of death, especially as May marks Mental Health Awareness month.

In its apology, Ulta said it regretted the “insensitive choice of words” which it said were “used by mistake.”

“For this, we are deeply sorry,” Ulta said in the statement. “This was a mistake, does not reflect our values and we are taking steps to ensure it does not happen again.”

It continued: “It was certainly not reflective of the deep respect we have for Kate Spade, her family and the Kate Spade New York brand and brand teams. Mental health is a very serious issue and we apologize to the Spade family, our brand partners and our guests as this mistake may have implied otherwise. We are committed to doing better.”

As of Tuesday at 9:43 a.m. ET, shares of Ulta were trading at $398.98, down $6.57 or 1.62%.