Kecia Steelman’s journey to becoming the CEO of Ulta Beauty, the United States’ largest beauty retailer, is more than a corporate success story — it’s a modern American tale of grit, growth, and purpose. From earning $8 an hour at her first retail job to now leading a company worth billions, Steelman’s rise underscores how hard work, authenticity, and empathy can transform not only a career but an entire industry.
From the Sales Floor to the C-Suite: A Career Built on Grit
Long before she was named CEO in 2025, Kecia Steelman began her career where many in retail do — behind a counter, managing inventory, and serving customers face-to-face. That early experience, earning just $8 an hour, shaped her lifelong philosophy about leadership: that the foundation of great companies begins with understanding the front line.
“I learned everything about business by watching customers — what made them smile, what frustrated them, and what kept them coming back,” Steelman once said. “Those lessons never leave you, no matter how high you climb.”
Her career took her through the ranks of Target, Shopko, and Family Dollar, where she held increasingly senior operational roles. By the time she joined Ulta Beauty in 2014, she had already developed a reputation as a transformational leader — one who could scale operations while keeping teams motivated and aligned.
At Ulta, Steelman quickly proved indispensable. As Chief Operating Officer and President, she oversaw everything from supply chain and store experience to digital transformation, playing a central role in Ulta’s rise to become the dominant beauty retailer in the U.S., with more than 1,400 stores nationwide and a growing e-commerce empire.
A Defining Transition: Taking the Helm at Ulta Beauty
In 2025, following CEO Dave Kimbell’s tenure, Ulta Beauty’s board announced that Kecia Steelman would assume the top role — a move widely applauded across the retail and beauty industries.
Her appointment marked a milestone for women in corporate leadership, particularly in a sector where women make up the majority of both employees and customers, yet remain underrepresented at the executive level.
Industry analysts noted that Steelman’s blend of operational expertise and emotional intelligence made her uniquely suited to lead Ulta through its next phase of growth — one increasingly shaped by digital commerce, sustainability, and inclusivity.
“Kecia is one of the most respected operators in retail,” said one industry insider. “But more than that, she understands people — employees, customers, and communities. That’s what sets her apart.”
Ulta Beauty’s Evolution: Beyond the Mirror
Under Steelman’s leadership, Ulta Beauty is evolving from a traditional retailer into a cultural and technological powerhouse at the intersection of beauty, self-expression, and digital innovation.
The company has expanded its AI-driven personalization tools, helping customers find the right products and shades online with unprecedented accuracy. Its partnerships with brands like Fenty Beauty, Dyson, and Drunk Elephanthave cemented its position as a destination for both prestige and accessible beauty.
But Steelman’s ambitions go beyond sales. She has championed initiatives around diversity, sustainability, and mental wellness, aiming to make beauty not just about appearance, but about empowerment.
“Beauty is deeply personal,” she said in a recent leadership address. “Our role is to make everyone — no matter their background or identity — feel seen, valued, and confident.”
Ulta’s “Beauty & Belonging” platform, launched under Steelman’s watch, reinforces this philosophy, committing millions of dollars to support minority-owned brands, body-positive campaigns, and inclusive hiring practices.
Leading Through Transformation: Digital Meets Human
Retail has changed more in the past five years than in the previous fifty, and Steelman has been at the forefront of that shift.
She spearheaded Ulta’s push into omnichannel retailing, integrating in-store experiences with digital engagement, app-based loyalty programs, and same-day delivery services. The company’s Ultimate Rewards loyalty program, now with over 42 million active members, is a cornerstone of its data-driven strategy.
Even amid economic uncertainty and shifting consumer behavior, Ulta Beauty has continued to outperform expectations, proving resilient through inflationary pressures and competitive online disruption.
“Ulta’s magic,” Steelman often says, “is that it never forgets that beauty is a feeling — not just a product.”
Empowering a Workforce, Not Just a Brand
Steelman’s leadership style is characterized by her accessibility and hands-on approach. She regularly visits stores across the U.S., speaking directly with associates, managers, and makeup artists — a practice she considers essential.
“She listens, really listens,” said one Ulta employee. “When she visits, she doesn’t come to inspect. She comes to understand.”
In a time when corporate leaders are often criticized for detachment, Steelman’s empathy-driven leadership has become a case study in modern management. She advocates for internal mobility and career development, often reminding employees that she, too, started at the bottom.
“I want every associate to know that their path can lead anywhere,” Steelman said. “I’m proof that opportunity grows when you combine hard work with belief.”
Her emphasis on mentorship and inclusion has made Ulta Beauty one of the most admired workplaces in the U.S. retail sector, particularly for women aspiring to executive roles.
Navigating New Frontiers: AI, Wellness, and Global Expansion
Looking ahead, Steelman is steering Ulta into uncharted territory — from AI-powered skin diagnostics to immersive virtual try-ons and wellness integrations. The company is also exploring international expansion, a long-anticipated move that could take Ulta’s successful model to global markets.
Steelman views technology not as a replacement for human connection but as a tool for deepening it. Her vision is to make Ulta Beauty the “world’s most emotionally intelligent retailer,” merging data with empathy to deliver truly personalized experiences.
Meanwhile, she is doubling down on sustainability. Ulta has pledged to make 50% of its assortment recyclable or refillable by 2030, and to continue reducing waste and emissions across its operations.
“Beauty should never come at the expense of the planet,” she said. “Our future depends on making responsible choices today.”
The Power of Perseverance and Purpose
Kecia Steelman’s story is not just about corporate success — it’s about breaking barriers with humility. Her rise from hourly retail worker to CEO embodies the ethos of resilience, authenticity, and empathy in leadership.
In a world where technology and consumer expectations evolve faster than ever, Steelman’s steady hand and people-first approach offer a model for how modern executives can lead with both head and heart.
“If my story inspires someone to keep going, to raise their hand for that next opportunity, then that’s success,” Steelman once said. “Because none of us get here alone.”
A New Era of Beauty — and Leadership
As Ulta Beauty continues to expand its influence across the retail and cultural landscape, Kecia Steelman stands as a symbol of what leadership in the 21st century can look like: grounded, empathetic, and visionary.
Her journey — from earning $8 an hour to leading a multi-billion-dollar company — reminds us that success in business, as in life, begins with understanding people. And for Steelman, that’s not just good management; it’s the essence of beauty itself.
“Beauty,” she says, “isn’t just what you see in the mirror. It’s what you build, what you share, and what you leave behind.”
