Kecia Steelman is just three months into her role as CEO of Ulta Beauty, yet she’s already making waves as a decisive and strategic leader in the beauty retail sector. Steelman, who previously served as the company’s chief operations officer and president, has not hesitated to implement an ambitious agenda that includes significant changes within the C-suite, the introduction of a new branding strategy called Ulta Beauty Unleashed, and a licensing agreement to take the brand into the Middle East. Additionally, she’s working on evolving Ulta’s partnership with Target Corp. and navigating the complexities of market dynamics, especially considering the company’s recent decline in market share for the first time.
Amid these rapid developments, Steelman emphasizes the importance of being closely connected with the front-line teams. She views store visits as essential for understanding the successes and challenges influencing the customer experience. Her commitment to this approach was recently illustrated by her stop in San Francisco for a board meeting followed by visits to several Ulta stores in Arizona. Reflecting her grounded view, Steelman stated, “I always take the opportunity to visit. The top thing that I get to do is to pop into stores and see how things are going and check in on the teams.” Her belief that answers can be found on the sales floor underscores her hands-on leadership style, which prioritizes team empowerment and engagement.
Steelman’s comprehensive background in retail stems from her early days in operations at Target Corp., followed by roles at Home Depot and Family Dollar Stores. This wealth of experience gives her unique insights into both consumer behavior and the front-line associate experience. She is particularly aware of the importance of Ulta’s workforce, where women make up an astounding 91% of employees, a statistic she proudly highlights as part of her goal to promote diversity within the organization. For Steelman, her own journey in a male-dominated sector has solidified her commitment to nurturing female talent and creating opportunities for women in a space that has traditionally been challenging for them.
Despite Ulta Beauty’s recent challenges, including a reported decline in sales and profitability, Steelman remains optimistic about the company’s future. She is focused on a strategy that emphasizes core business functions and innovative initiatives aimed at driving growth. With plans for international expansion into markets like Mexico and the Middle East, alongside the introduction of an invite-only marketplace, Steelman is positioning Ulta to capture a broader audience and increase profitability streams. She expresses confidence in Ulta’s core mission in the beauty and wellness landscape, aiming to sustain its reputation as a leading retailer in this evolving sector.
As part of her strategy, Steelman is keen on building a diverse and inclusive leadership team. She understands the importance of creating a supportive environment where women can thrive and rise through the ranks, acknowledging that her own sacrifices along the way have allowed her to pave a clearer path for others. As she reflects on her leadership experiences, she emphasizes the necessity of open communication and collaboration, particularly in cultivating relationships with associates who represent the brand on the ground. Steelman strives to close the loop on feedback from her team, ensuring they feel valued and heard, which, according to her, is vital to the company’s success.
Steelman’s leadership approach is notably people-focused, with a strong belief in recognizing her team’s strengths and allowing them to shine. As Ulta Beauty navigates periods of growth and challenges, her vision to uplift and empower not just her team but also the countless female associates across the organization is at the forefront of her mission. With her strategic mindset, grounded leadership, and commitment to nurturing female talent, Steelman is not only steering Ulta Beauty towards future success but is also reshaping the narrative for women in business within the retail industry. She stands at the helm during a crucial time, embodying inspiration and change – a beacon for not just Ulta Beauty, but for the wider business community.