How New CEO Kecia Steelman Can Improve Ulta Beauty’s Business
Ulta Beauty is charging into 2025 under new leadership as long-time executive Kecia Steelman takes the helm, presenting both challenges and opportunities for the largest specialty beauty retailer in the U.S. Experts weigh in on what she should prioritize to strengthen the brand’s competitive position and growth prospects.
“Ulta has great opportunities ahead if it plays to its strengths in both in-store experience and digital innovation,” says Susannah Dellinger, founder and CEO of Bright Beauty Connect. She highlights Steelman’s deep operational expertise and emphasis on optimizing store-level profitability, stronger inventory management, and championing store teams as key levers for improvement. Dellinger also points to the importance of appealing to Gen Z through exclusive brand partnerships, expanding indie brand presence, and thoughtfully evolving the in-store and online experience as retail dynamics shift.
— Susannah Dellinger, Bright Beauty Connect
