Kecia Steelman on global expansion
From Ulta Beauty CEO Kecia Steelman: From Hourly Employee to Leading 1,500 Stores · · How Leaders Lead with David Novak
“We operate as you mentioned 1500 over 1500 stores in the United States. Um we are now in six countries. uh when I joined when I jumped into the role as CEO, we were US-based only. Uh we made an acquisition in the UK. Uh we expanded through a partnership in Mexico and we have a a licensed partnership with Alshia in uh the Middle East. So, you know, it was time to pivot from the first 35 years of being only in the US to taking our brand more globally.”
On , Kecia Steelman, President, Chief Executive Officer & Director at Ulta Beauty Inc, spoke about global expansion during Ulta Beauty CEO Kecia Steelman: From Hourly Employee to Leading 1,500 Stores on How Leaders Lead with David Novak.
About Kecia Steelman
Kecia Steelman, CEO of Ulta Beauty, discussed the company's international expansion and its decision to end its partnership with Target. Steelman stated that Ulta Beauty made an acquisition in the UK, expanded through a partnership in Mexico, and has a licensed partnership in the Middle East, describing a pivot from being only in the US to taking the brand more globally. She said the Target partnership, which will end in August, "played its way out" and that both companies would be better off pursuing independent strategic plans. Steelman also noted that Ulta Beauty has 46.7 million loyalty members, accounting for 95% of sales. In interviews, Steelman reflected on her personal background, including being a single mother living in government housing and earning $8 an hour at Target before becoming CEO. She described the company as "recession resistant" rather than recession proof, stating that people will still want to take care of themselves. Steelman cautioned against over-layering skincare products and emphasized the importance of being a good partner to brands, saying that growing a brand too quickly could "essentially bankrupt" it. She also encouraged employees with what she called the "it factor" to keep pushing for their best selves.