Ulta Beauty Expands Globally Under Kecia Steelman's Bold New Strategy

Ulta Beauty, under the leadership of Kecia Steelman, is expanding rapidly. The company, which already operates around 1,500 stores across the USA, is now venturing into international markets with planned openings in the UAE and Saudi Arabia. Steelman's first year at the helm has brought significant changes, including a new growth strategy and a stronger focus on technology and customer engagement.

Steelman took over as president and CEO of Ulta Beauty in 2023, bringing experience from previous roles at Target, Expo Design Centers, and Family Dollar. Her leadership has introduced the Ulta Beauty Unleashed strategy, designed to strengthen the company's core business in the US while exploring new opportunities. The plan also involves realigning operations to support long-term growth.

The brand has seen strong momentum in the first three quarters of the year, driven by an expanded product range—especially in wellness—and cultural partnerships with major events like Lollapalooza and Coachella. Ulta Beauty's loyalty program, with 46 million active members, now uses personalization and predictive analytics to tailor customer experiences.

Internationally, the company is making its mark through joint ventures and partnerships, including deals with Space NK, Grupo Axo, and Alshaya Group. After opening its first store in Kuwait on November 7, 2025, Ulta Beauty will launch locations in the UAE at Mall of the Emirates (January 29, 2026) and Dubai Mall (March 27, 2026), followed by a store in Saudi Arabia's Red Sea Mall in Jeddah (May 7, 2026).

Looking ahead, Steelman plans to boost in-store events and enhance brand-building efforts. The company is also increasing its use of agentic AI to streamline operations. Despite being in business for over 30 years, she believes Ulta Beauty is only at the beginning of its potential.

Ulta Beauty's growth strategy combines international expansion with a focus on technology and customer loyalty. New stores in the Middle East and a refreshed approach to retail under Steelman's leadership signal a period of accelerated development. The company's next steps will likely build on its recent momentum in both sales and brand engagement.