Keshia Steelman's future goal is to transform Ulta Beauty from a US-based company into a global beauty retailer.

Keshia Steelman personally uses the AI tool Claude to dictate and summarize her feedback on documents, which she reports has saved her a tremendous amount of time.

Upon becoming CEO, Keshia Steelman rebuilt her executive team, believing the company required different skill sets for its next phase of growth than what had been successful for the first 35 years.

Since Keshia Steelman became CEO, Ulta Beauty has expanded from being a US-only retailer to operating in 6 countries.

Ulta Beauty is leveraging AI on its loyalty platform to analyze customer shopping patterns and optimize marketing spend.

Ulta Beauty launched a live selling presence on the TikTok shop, accelerating the project from a potential one-year timeline to coincide with its "Ulta Beauty World" consumer event.

All products under the Ulta Beauty brand are clean products, meaning they are not chemically derived and are safe for all skin types.

To improve its competitive position, Ulta Beauty now ships from its stores and offers same-day delivery through third-party marketplaces, reducing its previous speed disadvantage.

Ulta Beauty and Target have mutually decided to end their store-in-store partnership, with the relationship concluding in August.

Ulta Beauty uses its customer data to identify market opportunities and collaborates with brands to develop new products to fill those gaps.

Ulta Beauty held over 110,000 in-store events to enhance its experiential shopping offering.

Ulta Beauty's loyalty program has 46.7 million members, and these members account for 95% of the company's sales.

A current trend in the beauty industry is a return to heavier makeup usage, similar to the late 1990s, influenced by TV series like Euphoria.

Ulta Beauty's international expansion was achieved through an acquisition in the UK, a partnership in Mexico, and a license partnership with Alshaya in the Middle East.

Ulta Beauty is using AI to assist in creating marketing content and is also exploring its use to improve customer service interactions like returns.

Ulta Beauty competes with online-only retailers like Amazon by emphasizing in-store experiences, a strong pipeline of new brands, and its hair and makeup services.