Keep pulling the thread on Keshia Steelman.
Since Keshia Steelman became CEO, Ulta Beauty has expanded from being a US-only retailer to operating in 6 countries.
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's loyalty program has 46.7 million members, and these members account for 95% of the company's sales.
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.
Ulta Beauty and Target have mutually decided to end their store-in-store partnership, with the relationship concluding in August.
Keshia Steelman's future goal is to transform Ulta Beauty from a US-based company into a global beauty retailer.
Ulta Beauty operates over 1,500 stores worldwide and has formed partnerships with brands like Chanel and celebrities such as Beyoncé and Shakira.
All products under the Ulta Beauty brand are clean products, meaning they are not chemically derived and are safe for all skin types.
Ulta Beauty uses its customer data to identify market opportunities and collaborates with brands to develop new products to fill those gaps.
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 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.
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.