Beauty has never been solely about appearance — it is a reflection of culture, technology, and values. From early trend-driven aesthetics to today’s deeper expectations around inclusivity and sustainability, the industry is being called to redefine what “beauty” truly means. With Gen Z consumers emerging as a dominant force, brands must go beyond identifying personal style to engage with larger societal issues — climate change, ethical sourcing, and diverse identity representation.
The global beauty industry is undergoing a profound transformation. From reduced-plastic packaging and clean ingredients to carbon footprint management across supply chains and digitised customer experiences, companies are no longer expected to deliver just “beauty” — they are being asked to deliver solutions.
At this pivotal moment, Ulta Beauty — one of the largest beauty retailers in the United States — has appointed Kecia Steelman as CEO. A long-time leader in operations and customer experience, Steelman rose from within the company. Her deep understanding of the brand and leadership in digital and retail transformation have positioned her as a key figure in ushering Ulta into its next chapter.
“True leadership is recognising responsibility in times of change, and standing by your values when challenges arise. Sustainability isn’t just a goal — it’s a mindset we commit to living out every day through action.”
Rising from Within to Carry the Baton of Transformation
Kecia Steelman joined Ulta Beauty in 2014, serving as Chief Operating Officer and President before being appointed CEO in 2025, succeeding Dave Kimbell. Her promotion marked a rare instance of a woman rising from within to lead the company at its highest level — a milestone in Ulta’s history.
Her appointment was not a surprise, but rather a strategic continuation. Steelman led the successful partnership between Ulta and Target, placing the brand in over 500 Target locations. She also played a key role in reshaping the supply chain and enhancing digital experiences in the wake of the pandemic, reinforcing Ulta’s position in the market.
“Dave laid the foundation for growth. My role now is to shape Ulta into a brand of impact and purpose,” she explained, underscoring her leadership philosophy as one rooted in “balancing operational excellence with human-centred care.”
Enhancing Data-Driven Strategies to Make Beauty More “Everyday and Personal”
To Kecia Steelman, beauty is no longer a distant luxury — it has become a “daily choice” deeply connected to consumers’ emotions and values.
She has championed Ulta’s use of advanced data analytics to better understand member behaviour, leveraging digital platforms and the Ulta-Target co-branded card programme to deliver highly personalised product recommendations. The results speak for themselves: members who linked their Target accounts spent, on average, twice as much as regular customers.
“We help customers discover beauty that truly fits them — in places they already feel at home,” Steelman explains. For her, this marks the future of retail: a shift from purely transactional models to experience-driven, relationship-focused engagement.
Sustainable Beauty: More Than Packaging, It’s a Core Business Commitment
“Greenwashing should never be the face of sustainability.” Kecia Steelman speaks candidly about the challenges facing the beauty industry today.
Under her leadership, Ulta is deepening its Conscious Beauty programme — a certification initiative that spans five key pillars: clean ingredients, recyclable packaging, cruelty-free standards, social responsibility, and transparency. Steelman is also strengthening partnerships with suppliers to improve carbon visibility and material recovery across the value chain. “Our goal isn’t to outperform others — it’s to make sustainability the industry standard.”
Looking ahead, Ulta plans to launch its first international store in Mexico by the end of 2025, bringing its sustainability mission to new markets. From low-carbon logistics to optimised packaging, Steelman encourages her team to weigh the environmental cost of every decision with a global mindset.
Diversity and Inclusion: Shifting from “Who Can Be Beautiful” to “Everyone Is Beautiful”
The transformation led by Steelman extends well beyond products and operations. At the core of her leadership is a firm commitment to DEI — diversity, equity, and inclusion. She has actively increased representation of diverse backgrounds in hiring and encourages Ulta’s brand partners to reflect more inclusive perspectives in their advertising.
“Our customers come from every skin tone, gender, age, and economic background — each of them deserves to see themselves reflected in beauty.”
Under her leadership, Ulta has also expanded its investments in men’s skincare and holistic wellness, pushing the boundaries of the traditional beauty market. For Steelman, this isn’t just a business decision — it’s a cultural investment in the future.
The Future of Leadership: Empathetic Strategy and Values-Driven Vision
For Kecia Steelman, leadership is no longer defined by control and efficiency — it is about connection, values, and understanding. She has publicly stated that while leadership of the past relied on commands and rigid structures, the future demands value-driven decisions and the ability to adapt to constant change.
She believes that in today’s market and societal climate, companies shouldn’t strive for perfect answers but rather learn to coexist with uncertainty, using clear values as a compass for decision-making. This philosophy is reflected in the management approach she promotes at Ulta Beauty — customer-centric, culture-led, and grounded in both operational flexibility and organisational resilience.
Under her guidance, Ulta has expanded beyond its core retail business into areas such as brand incubation, community engagement, and sustainability advocacy, positioning itself as a platform with cultural influence.
Steelman maintains that as consumer trends and industry pressures continue to evolve, businesses must consistently reassess their purpose — not just responding with products, but offering meaningful answers rooted in responsibility and shared values. Her vision is one of action-driven cultural renewal, reflecting the many layers of transformation facing today’s retail leaders.
“A company’s purpose isn’t just to respond to the market — it’s to make conscious choices for the future. We must lead, not follow, and create lasting value not only for customers and employees, but for the planet itself.”
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