Ulta Beauty CEO Kecia Steelman on Leadership, Loyalty, and the Future of Beauty Retail
At the NRF Big Show, Ulta Beauty Chief Executive Officer Kecia Steelman reflected on her first year in the role and outlined a focused vision for the future of the beauty retailer.
Joined on stage by Bobby Stephens of Deloitte, Steelman discussed growth strategy, loyalty, artificial intelligence, wellness, and global expansion, all anchored by a commitment to guests and associates.
From Store Associate to CEO: Kecia Steelman's Retail Journey
Steelman's leadership perspective is shaped by decades of hands-on retail experience.
She began her career earning eight dollars an hour at Target, where she spent twelve years learning store operations and leadership fundamentals. She later held senior roles at Home Depot, overseeing non traditional store formats, and at Family Dollar, before joining Ulta Beauty more than eleven years ago.
That path gives Steelman a deep appreciation for frontline teams and operational excellence, something she views as essential to effective retail leadership.
The Ulta Beauty Unleashed Strategy
At the center of Steelman's first year as CEO is the Ulta Beauty Unleashed plan.
She emphasized that retail strategy must be simple, clearly communicated, and understood across the organization. The plan focuses on three priorities. The first is strengthening the core US business through great store experiences and merchandising. The second is building new and margin creating businesses, including international growth. The third is realigning foundational processes to support long-term scalability and efficiency.
Steelman noted that Unleashed is not just a strategic roadmap but a shared mindset that has energized teams throughout the company.
Loyalty as an Emotional Connection
Ulta Beauty's loyalty program includes 46 million active members, making it one of the most powerful programs in retail.
Steelman described loyalty as an emotional relationship rather than a transactional system. The focus is shifting from one to many communication to one to one engagement, powered by data, personalization, and predictive insights.
Artificial intelligence plays a critical role in helping Ulta Beauty anticipate guest needs while preserving authenticity and trust.
How AI Is Enhancing Stores and Digital Experiences
Although ecommerce continues to grow, approximately 80 percent of Ulta Beauty sales still come from physical stores.
For Steelman, AI is most valuable when it enhances the associate experience. Tools that improve product knowledge, clienteling, and real-time insights allow associates to deliver more personalized and informed service.
She described Ulta Beauty as both a retailer and a data driven organization, where technology supports human connection rather than replacing it.
Why Wellness Is a Growth Engine for Beauty
Wellness has become one of the fastest growing areas of Ulta Beauty's business.
Steelman explained that wellness routines established during the pandemic have endured, particularly in skincare and haircare. Guests increasingly see Ulta Beauty as a trusted destination for wellness products, a category that can be complex and intimidating elsewhere.
Wellness complements beauty rather than competing with it, driving incremental basket growth both in stores and through Ulta Beauty's marketplace.
Culture and Brand Relevance at Scale
Maintaining cultural relevance is a key priority as Ulta Beauty scales.
Steelman highlighted partnerships with music, sports, and entertainment that place the brand at the intersection of culture and beauty. These activations go beyond traditional sponsorships and focus on immersive experiences, social engagement, and exclusive content.
She emphasized that relevance comes from listening to guests and participating authentically in the moments that matter to them.
What's Next for Ulta Beauty in 2026
Looking ahead, Steelman outlined three areas of focus.
The first is strengthening Ulta Beauty's role as a brand building partner for both emerging and established beauty brands. The second is expanding in store events and beautytainment to create energy, education, and community. The third is continued investment in AI, ecommerce, and agentic shopping experiences as consumer behavior evolves.
International growth will continue deliberately, ensuring that the core US business remains the foundation of the company's success.
The Takeaway for Retail Leaders
Kecia Steelman's NRF appearance reinforces several lessons for retail leaders.
Simple strategies that are clearly communicated drive alignment and momentum. Loyalty is built through emotional connection, not just rewards. Artificial intelligence delivers the most value when paired with human expertise. And long-term growth depends on operational discipline and cultural clarity.
Ulta Beauty's Unleashed strategy signals a confident next chapter for the retailer as it continues to evolve in a competitive and rapidly changing beauty landscape.
