Amiee Bayer-Thomas

As chief retail officer of Ulta Beauty, Amiee Bayer-Thomas keeps her focus on the consumer.

“We put the guest at the center of everything that we do, always looking at our business through that lens,” she said. “Our goal is to empower our associates to deliver a differentiated experience through authentic human connection, inspiring discovery across our 1,500 stores. By bringing that to life, we hope to create a beauty destination for a ­lifetime.”

Bayer-Thomas brings an impressive skill set to her role, which encompasses store design, visual merchandising, retail and services education, loss prevention, and field operations. During a 30-year career in retailing, she was exposed to all aspects of the business.

“I look at my career as much more of a lattice versus a ladder journey,” explained Bayer-Thomas, who has held seven different positions since joining Ulta Beauty nine and a half years ago. “Because I choose to take some risks, step into roles that maybe scared me a little bit, it’s how I learned and grew most. It made me more versatile.” 

Today, Bayer-Thomas is particularly passionate about helping the company attain the holy grail of retailing: “Personalizing the experience of each guest — who you are at your stage of life and what your preferences are — is a pillar of our Ulta Beauty Unleashed strategy,” she said.