Kecia Steelman made the most of her first year as president and chief executive officer of Ulta Beauty. Less than three months after assuming the role at the start of 2025, she launched a strategic plan designed to foster merchandising innovation, operational efficiency and expansion. Thus far, the initiative has produced solid financial results and better positioned the retailer to deliver on its brand promise of offering all things beauty, all in one place.
“We harness the power of beauty to make a tangible difference in people’s lives,” said Steelman, who began her career at Target and subsequently worked for Home Depot and Family Dollar before joining Ulta Beauty in 2014. “Every day, our teams create moments of transformation — helping guests feel seen, confident and empowered in ways that extend far beyond the store.”
A pillar of Ulta Beauty Unleashed is a commitment to strengthening e-commerce capabilities, including the launch of UB Marketplace, a curated assortment of more than 3,500 SKUs on ulta.com and the retailer’s app. In addition, the company is establishing a global footprint, with last year’s acquisition of SpaceNK in the United Kingdom and store openings in Mexico and Kuwait. Additional locations, in Saudi Arabia and the United Arab Emirates, are slated to debut in 2026.
Steelman’s determination to take good care of Ulta Beauty’s guest is matched by her commitment to supporting associates.
“Serving as CEO of Ulta Beauty is the privilege of a lifetime,” Steelman noted. “We create pathways for nearly 60,000 associates — 91% of them women — to build meaningful, financially independent careers. Watching that confidence and leadership multiply across our organization is one of the most rewarding parts of my work.”
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