Ulta Beauty CEO Outlines Growth Strategy

Kecia Steelman, Ulta Beauty's president and CEO, outlined the company's Ulta Beauty Unleashed strategy during an NRF Big Show keynote in Manhattan on Monday, emphasizing three priorities: driving core U.S. sales, building new margin-creating businesses, and realigning the foundation for growth. She highlighted omnichannel personalization using data and generative AI, noted stores still generate 80% of sales, and cited wellness, a marketplace, and selective international expansions as growth levers.