Ulta Beauty Eyes 1,800 Stores, Leverages AI with 46.7M Loyalty Members
Ulta Beauty CEO Kecia Steelman said the chain plans to expand to 1,800 stores from 1,514 today through new prototype formats and its “Ulta Beauty Unleashed” strategy targeting the UK, Mexico and Middle East. Ulta is integrating AI-powered digital consultants using its 46.7 million loyalty members’ data.
1. Store Expansion Plan
CEO Kecia Steelman reaffirmed Ulta Beauty’s target to grow its US footprint to 1,800 stores from the current 1,514 by rolling out new prototype formats. The “Ulta Beauty Unleashed” initiative also includes market entries in the UK, Mexico and Middle East to tap faster-growing beauty segments and diversify revenue streams.
2. AI-Powered Personalization Strategy
Ulta is leveraging first-party data from its 46.7 million loyalty members to build AI-driven digital consultants that tailor product recommendations and shopping journeys. Executives noted that 60% of beauty shoppers begin their discovery with AI platforms, and the new AI agents aim to convert those users into Ulta customers.