Ulta Beauty, the largest beauty retailer in the United States, recently announced Kecia Steelman as its Chief Executive Officer (CEO). She succeeds Dave Kimbell, who will remain as Executive Chair of the Board. With a career spanning over three decades in retail operations, merchandising, and strategic leadership, Steelman brings a proven track record of driving growth and operational excellence in the consumer sector.
Dave Kimbell who retired as CEO after a distinguished 11-Year tenure expressed his confidence in Kecia stating that, “Kecia is a strategic leader with a proven record of driving operational excellence and creating exceptional guest experiences while fostering a caring and inclusive culture. I have every confidence she will expand Ulta Beauty’s leadership in beauty and wellness.”
Leadership Journey of Kecia Steelman
Kecia Steelman began her career in retail management in the early 1990s, holding key roles at Target, The Home Depot & Family Dollar before joining Ulta Beauty in 2014. At Ulta, she has served as Chief Store Operations Officer and Chief Operating Officer, overseeing store operations, supply chain, services, and real estate.
She has played a key role in Ulta Beauty’s transformation into a modern, customer-first retailer. She has overseen major digital upgrades, including the launch of the GLAMlab virtual try-on tool and the rollout of convenient services like same-day delivery and curbside pick-up that have strengthened Ulta’s omnichannel presence.
Beyond tech, Steelman has led Ulta Beauty’s push towards sustainability through the Conscious Beauty programme and The Wellness Shop, both promoting cleaner, more ethical products. Her leadership in diversity and inclusion is equally notable, guiding investments in inclusive hiring and campaigns like MUSE, which supports and celebrates Black voices in beauty.
Kecia Steelman was appointed as CEO of Ulta Beauty 6th Jan, 2025. She expressed her gratitude on Linkedin by stating “As a small-town girl from lowa who picked up and moved across 7 states in 30 years. All while raising kids and building a career in retail from an hourly employee to executive leadership… I would have never believed I would achieve the position of CEO at the US largest specialty beauty retailer, Ulta Beauty. Who says that dreams don’t come true? I am truly living the American Dream! I could not be more fortunate than I am today and I’m so proud that I never gave up. I also realized early on that you are only as successful as those you surround yourself with. Thank you to all who have been on this journey with me. I would have never made it without each and every one of you!”
Upon becoming CEO of Ulta Beauty, Kecia Steelman immediately took action by integrating the company’s merchandising and digital teams, aligning them with her strategy to drive stronger online sales and enhance omnichannel capabilities. With 80% of Ulta’s sales generated from its 1,400 stores and 95% driven by its 44 million loyalty members, Steelman’s leadership is crucial as Ulta adapts to the growing e-commerce trend. In a report by NielsenIQ, online beauty sales are rapidly closing the gap with in-store sales, with online sales reaching $43.1 billion, compared to in-store sales at $61.1 billion. As Ulta faces growing competition from Amazon, Sephora, and TikTok Shop, Steelman is ensuring the company stays ahead by leveraging artificial intelligence, data-driven personalisation, and staying on top of emerging beauty trends and brands. This approach positions Ulta to maintain its leadership in an increasingly digital-first marketplace.
About Ulta Beauty
At Ulta Beauty (NASDAQ: ULTA), the possibilities are beautiful. Ulta Beauty is the largest U.S. beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products and salon services. In 1990, the Company reinvented the beauty retail experience by offering a new way to shop for beauty – bringing together all things beauty, all in one place. Today, Ulta Beauty has grown to become the top national retailer offering the complete beauty experience.
Ulta Beauty brings possibilities to life through the power of beauty each and every day in our stores and online with more than 25,000 products from approximately 500 well-established and emerging beauty brands across all categories and price points, including Ulta Beauty’s own private label. Ulta Beauty also offers a full-service salon in every store featuring hair, skin, brow, and make-up services.
Ulta Beauty is recognized for its commitment to personalized service, fun and inviting stores and our industry-leading Ultimate Rewards loyalty program.
