At NRF 2026 Retail’s Big Show, Kecia Steelman reflected on her first year as president and CEO of Ulta Beauty and outlined the company’s direction under its Ulta Beauty Unleashed strategy. Steelman described the approach as more than a business plan, calling it a companywide mindset centered on strengthening the U.S. core business, pursuing new growth opportunities, and realigning operations to support long-term expansion.
Steelman began her retail career earning $8 per hour at Target and later held leadership roles across multiple retail sectors before joining Ulta Beauty in 2014. She credited that experience with shaping her leadership philosophy and focus on team development.
A key driver of growth is Ulta Beauty’s loyalty program, which includes 46 million active members who have shopped within the past 12 months. The company is increasing its use of data and artificial intelligence to personalize marketing and better anticipate customer needs.
Ulta Beauty is also expanding its assortment, wellness offerings, cultural partnerships, and international footprint through agreements in the United Kingdom, Mexico, and the Middle East. With 80% of sales occurring in stores, the retailer plans to invest further in in-store events and brand building while continuing to prioritize operational fundamentals.
Steelman said results through the first three quarters have been strong and expressed confidence in the company’s trajectory.
