Ulta Magnificence has appointed Lauren Brindley as its new chief merchandising and digital officer, efficient June 3.
Brindley, who most not too long ago served as CEO of Revolution Magnificence, beforehand held senior management roles at Walgreens and Boots UK. She succeeds Monica Arnaudo, who introduced her plans to retire in November.
“I’m really honored to affix Ulta Magnificence and construct upon the corporate’s distinctive legacy of innovation and affect,” stated Brindley. “As a long-time admirer of the model, I’m thrilled to step into this function and work alongside an unbelievable management group to assist form the subsequent chapter of development and proceed to raise the wonder expertise for company and companions alike.”
In her new function, Brindley will oversee the corporate’s merchandising, e-commerce, wellness and market efforts, in addition to assortment brand-building technique. Digital, which used to take a seat beneath the chief advertising officer perform, may also fall beneath Brindley’s purview.
Of her new rent, Ulta Magnificence president and CEO Kecia Steelman stated: “Her strategic mindset, deep business experience and fervour for magnificence give me nice confidence as we form Ulta Magnificence’s subsequent chapter of development. With Lauren on the helm of our merchandising and digital methods, we’ll proceed constructing on our dedication to domesticate a world-class assortment and foster significant relationships with our model companions, whereas inspiring new and thrilling prospects.”
Since entering into the highest job in January, Steelman has been busy constructing out her C-suite, together with naming Kelly Mahoney Ulta Magnificence’s new chief advertising officer, overseeing the corporate’s model advertising technique, loyalty, media planning, public relations, client insights, and social media and influencer technique. She succeeded Michelle Crossan-Matos, who departed in January.
This comes as Steelman not too long ago unveiled a brand new technique referred to as Ulta Magnificence Unleashed, which includes securing extra exclusives, optimizing digital capabilities and streamlining prices, to assist the retailer compete extra successfully in opposition to the likes of Amazon and Sephora.
Ulta Magnificence misplaced market share for the primary time in 2024 with web gross sales lowering 1.9 % to $3.5 billion in its fourth quarter, whereas it delivered worse than anticipated earnings steering for 2025.
Since taking the reins, Steelman has moved rapidly to reinvigorate the enterprise. The corporate not too long ago introduced plans to launch an invite-only market later this yr, whereas it is usually gearing up for its first worldwide growth in Mexico, earlier than getting into the Center East.
