Ulta Beauty uses automated license plate readers from Flock at a small number of stores. A source familiar with the matter confirmed the deployment to Retail Dive. The cameras do not use facial recognition, that source said. Social media users filled Ulta's Instagram posts with complaints this week. The criticism followed a viral campaign by the activist group UltraViolet. Ulta did not say when its work with Flock began, and Flock did not answer questions about the relationship. Flock markets the cameras for organized retail crime and has cited arrests tied to thefts at Ulta stores. Ulta's organized retail crime director praised the technology at a Flock event in 2025. Some state and local governments are reconsidering Flock installations, and Flock revised its terms in August.

• under 1% of stores using readers
• around 1,500 Ulta locations