Ulta Beauty recently experienced a significant leadership shake-up as Chief Marketing Officer Michelle Crossan-Matos announced her departure via LinkedIn. Combining her farewell note and next steps, Crossan-Matos expressed enthusiasm about moving on to new challenges after nearly two transformative years at Ulta. This news comes on the heels of long-time CEO Dave Kimbell’s retirement on January 6, 2025, leaving the leadership helm to Kecia Steelman. Steelman is notably recognized for her instrumental role in Ulta’s strategic partnership with Target. Additionally, the company’s Chief Merchandising Officer Monica Arnaudo will be stepping down in the spring, prompting the search for a new executive to fill her shoes. The rapid succession of these leadership changes signals a period of transition for Ulta Beauty as it continues to evolve its business strategy.
Ulta’s Wellness Initiatives and Loyalty Program
Ulta Beauty’s recent leadership changes come amid a push to enhance its wellness focus. The beauty retailer recently introduced wellness spaces in stores, providing a calm setting for customers to explore self-care products and services. In addition to these physical changes, Ulta launched the Joy Council, dedicated to creating personalized wellness content. These initiatives are part of a larger plan to position Ulta as a leader in the wellness sector, not just as a beauty retailer.
In December 2023, Ulta revamped its loyalty program, now called Ulta Beauty Rewards, which offers better benefits like enhanced birthday gifts. This appeals to customers who value recognition and incentives. The loyalty program is crucial since 95% of Ulta’s sales come from its loyalty members, and the number of these members increased by 5% in Q3, reaching 44.4 million.
The recent executive changes and innovative wellness programs highlight Ulta’s proactive approach to staying competitive in the beauty and wellness market. While the leadership transitions mark the end of one era, they also signal the beginning of another, with new strategies and initiatives to enhance customer loyalty and the shopping experience. The company remains dedicated to customer-focused wellness as it searches for new leadership.
