The Icons
  • SDG
  • ESG
  • Leadership
  • Business
  • World
  • Health
  • Succession
  • Innovation
  • More
    • Entertainment
    • Academic
    • Culture
    • Lastest
    • Lifestyle
    • Tech
    • Opinion
    • About《The Icons》
  • Chinese 中文
Login
No Result
View All Result
The Icons
No Result
View All Result
Home Business

Kecia Steelman, CEO of Ulta Beauty: The Future of Beauty Is Not Just a Trend, but a Responsibility and a Call to Action

Joanna Liao 廖倬妍 by Joanna Liao 廖倬妍
April 3, 2025
Kecia Steelman, CEO of Ulta Beauty. (Photography: WWD)

Kecia Steelman, CEO of Ulta Beauty. (Photography: WWD)

Beauty has never been solely about appearance — it is a reflection of culture, technology, and values. From early trend-driven aesthetics to today’s deeper expectations around inclusivity and sustainability, the industry is being called to redefine what “beauty” truly means. With Gen Z consumers emerging as a dominant force, brands must go beyond identifying personal style to engage with larger societal issues — climate change, ethical sourcing, and diverse identity representation.

You might also like

30 Youth Nations Unite in Bangkok to Co-Create a Sustainability Declaration! UN OICT Consultant Jack Huang: Youth Must Be More Than Advocates—They Must Become Curators of Action

30 Youth Nations Unite in Bangkok to Present the Bangkok Youth Sustainability Declaration UN SDG Forum Initiator Jay Wei: When the World Needs Rebuilding, Education Must Be Redefined

De Pure Founders Debby Chen and Lilian Chen’s Gentle Revolution: When Women Begin a Private Dialogue with Themselves, the World Begins to Change

The global beauty industry is undergoing a profound transformation. From reduced-plastic packaging and clean ingredients to carbon footprint management across supply chains and digitised customer experiences, companies are no longer expected to deliver just “beauty” — they are being asked to deliver solutions.

At this pivotal moment, Ulta Beauty — one of the largest beauty retailers in the United States — has appointed Kecia Steelman as CEO. A long-time leader in operations and customer experience, Steelman rose from within the company. Her deep understanding of the brand and leadership in digital and retail transformation have positioned her as a key figure in ushering Ulta into its next chapter.

“True leadership is recognising responsibility in times of change, and standing by your values when challenges arise. Sustainability isn’t just a goal — it’s a mindset we commit to living out every day through action.”

Rising from Within to Carry the Baton of Transformation

Kecia Steelman joined Ulta Beauty in 2014, serving as Chief Operating Officer and President before being appointed CEO in 2025, succeeding Dave Kimbell. Her promotion marked a rare instance of a woman rising from within to lead the company at its highest level — a milestone in Ulta’s history.

Her appointment was not a surprise, but rather a strategic continuation. Steelman led the successful partnership between Ulta and Target, placing the brand in over 500 Target locations. She also played a key role in reshaping the supply chain and enhancing digital experiences in the wake of the pandemic, reinforcing Ulta’s position in the market.

“Dave laid the foundation for growth. My role now is to shape Ulta into a brand of impact and purpose,” she explained, underscoring her leadership philosophy as one rooted in “balancing operational excellence with human-centred care.”

Enhancing Data-Driven Strategies to Make Beauty More “Everyday and Personal”

To Kecia Steelman, beauty is no longer a distant luxury — it has become a “daily choice” deeply connected to consumers’ emotions and values.

She has championed Ulta’s use of advanced data analytics to better understand member behaviour, leveraging digital platforms and the Ulta-Target co-branded card programme to deliver highly personalised product recommendations. The results speak for themselves: members who linked their Target accounts spent, on average, twice as much as regular customers.

“We help customers discover beauty that truly fits them — in places they already feel at home,” Steelman explains. For her, this marks the future of retail: a shift from purely transactional models to experience-driven, relationship-focused engagement.

這張圖片的 alt 屬性值為空,它的檔案名稱為 ABV_Ulta_Header-1024x512.png
Ulta Beauty’s shop-in-shop collaboration with Target allows consumers to explore personalised beauty selections within a familiar retail environment. The data-driven product displays and experience design are central to Steelman’s vision for transforming the future of retail. (Photography: Target)

Sustainable Beauty: More Than Packaging, It’s a Core Business Commitment

“Greenwashing should never be the face of sustainability.” Kecia Steelman speaks candidly about the challenges facing the beauty industry today.

Under her leadership, Ulta is deepening its Conscious Beauty programme — a certification initiative that spans five key pillars: clean ingredients, recyclable packaging, cruelty-free standards, social responsibility, and transparency. Steelman is also strengthening partnerships with suppliers to improve carbon visibility and material recovery across the value chain. “Our goal isn’t to outperform others — it’s to make sustainability the industry standard.”

Looking ahead, Ulta plans to launch its first international store in Mexico by the end of 2025, bringing its sustainability mission to new markets. From low-carbon logistics to optimised packaging, Steelman encourages her team to weigh the environmental cost of every decision with a global mindset.

這張圖片的 alt 屬性值為空,它的檔案名稱為 %E4%B8%8B%E8%BC%89.avif
Ulta Beauty continues to advance its Conscious Beauty certification and packaging optimisation, covering five key pillars: clean ingredients, carbon transparency, material recovery, cruelty-free standards, and social responsibility. For Steelman, sustainability isn’t just a product label — it’s a foundational discipline embedded across the supply chain and decision-making process. (Photography: Ulta Beauty)

Diversity and Inclusion: Shifting from “Who Can Be Beautiful” to “Everyone Is Beautiful”

The transformation led by Steelman extends well beyond products and operations. At the core of her leadership is a firm commitment to DEI — diversity, equity, and inclusion. She has actively increased representation of diverse backgrounds in hiring and encourages Ulta’s brand partners to reflect more inclusive perspectives in their advertising.

“Our customers come from every skin tone, gender, age, and economic background — each of them deserves to see themselves reflected in beauty.”

Under her leadership, Ulta has also expanded its investments in men’s skincare and holistic wellness, pushing the boundaries of the traditional beauty market. For Steelman, this isn’t just a business decision — it’s a cultural investment in the future.

The Future of Leadership: Empathetic Strategy and Values-Driven Vision

For Kecia Steelman, leadership is no longer defined by control and efficiency — it is about connection, values, and understanding. She has publicly stated that while leadership of the past relied on commands and rigid structures, the future demands value-driven decisions and the ability to adapt to constant change.

She believes that in today’s market and societal climate, companies shouldn’t strive for perfect answers but rather learn to coexist with uncertainty, using clear values as a compass for decision-making. This philosophy is reflected in the management approach she promotes at Ulta Beauty — customer-centric, culture-led, and grounded in both operational flexibility and organisational resilience.

Under her guidance, Ulta has expanded beyond its core retail business into areas such as brand incubation, community engagement, and sustainability advocacy, positioning itself as a platform with cultural influence.

Steelman maintains that as consumer trends and industry pressures continue to evolve, businesses must consistently reassess their purpose — not just responding with products, but offering meaningful answers rooted in responsibility and shared values. Her vision is one of action-driven cultural renewal, reflecting the many layers of transformation facing today’s retail leaders.

“A company’s purpose isn’t just to respond to the market — it’s to make conscious choices for the future. We must lead, not follow, and create lasting value not only for customers and employees, but for the planet itself.”

這張圖片的 alt 屬性值為空,它的檔案名稱為 kecia-sized-edited.webp
Kecia Steelman shares her insights on modern corporate leadership at a public event, emphasising that value-driven decisions and a commitment to sustainability are essential for the long-term resilience of retail brands. (Photography: CEW)

Recommend for you:

Leading the Path to Global Sustainability — Han Jong-Hee, Former CEO of Samsung Electronics, Champions a Lasting Vision of Corporate Responsibility

Achieving the 2030 Net-Zero Target! Logitech’s Sustainability Chief, Robert O’Mahony: We Are All Key Players on the Global Stage of Sustainable Development!

Tags: esgKecia SteelmanSDGsUlta Beauty
ShareShareTweet
Joanna Liao 廖倬妍

Joanna Liao 廖倬妍

Hi, My name is Joanna. My heart beats with excitement for dancing and star chasing. Besides enjoying performing arts, I love knowing what is happening around the world. These actives gives me the courage to embrace my new found emotions.

嗨,我叫Joanna,一位這愛跳舞和追星的女孩,除了享受表演藝術之外,我還喜歡了解世界各地正在發生的事情。 這些活動讓我有勇氣擁抱我新發現的情感。

Recommended For You

UN OICT Consultant Jack Huang. (Photography: 2025 UN-SDGs Bootcamp & Forum)

30 Youth Nations Unite in Bangkok to Co-Create a Sustainability Declaration! UN OICT Consultant Jack Huang: Youth Must Be More Than Advocates—They Must Become Curators of Action

by Kawin Lee
May 14, 2025

...

Dr. Pattarada Rungruang, Vice President of Southeast Bangkok College (left), Jay Wei, Chairman of the Chinese Youth Growth Foundation (center), and Kimanzi Margaret Wanjiru, Youth Representative from Kenya (right). (Photography: 2025 UN-SDGs Bootcamp & Forum)

30 Youth Nations Unite in Bangkok to Present the Bangkok Youth Sustainability Declaration UN SDG Forum Initiator Jay Wei: When the World Needs Rebuilding, Education Must Be Redefined

by Alicia Tan
May 12, 2025

...

De Pure Founder Debby Chen. (Photography: De Pure)

De Pure Founders Debby Chen and Lilian Chen’s Gentle Revolution: When Women Begin a Private Dialogue with Themselves, the World Begins to Change

by Ricky Wang 王瑞琪
May 5, 2025

...

Ellen Wei, CEO of Artshirt. (Photography: Artshirt)

Ellen Wei, CEO of Artshirt: Setting the ESG Standard for Taiwan’s Textile Industry — Merging Aesthetics, Comfort, and Sustainability in Corporate Uniforms

by James Lin 林麟杰
April 25, 2025

...

Psychiatrist Su-Ting Hsu and Kate Huang, Founder of Young Power Art. (Photography: Kate Huang)

Art and Medicine as Social Practice and Sustainable Awakening — Kate Huang, Founder of Young Power Art, and Psychiatrist Su-Ting Hsu Explore the Healing Possibilities Between Creation and Clinical Dialogue

by Gary Kung
April 19, 2025

...

Next Post
Psychiatrist Su-Ting Hsu and Kate Huang, Founder of Young Power Art. (Photography: Kate Huang)

Art and Medicine as Social Practice and Sustainable Awakening — Kate Huang, Founder of Young Power Art, and Psychiatrist Su-Ting Hsu Explore the Healing Possibilities Between Creation and Clinical Dialogue

Top Views

Artist Grace Tan. (Photography: Grace Tan)

Transcending Cultures and Time — Artist Grace Tan: Art Finds Its True Vitality When It Resonates with Others

March 31, 2025
NVIDIA CEO Jensen Huang(Photography: BusinessToday)

NVIDIA CEO Jensen Huang: AI and Sustainability Dual Engines Driving a New Era

July 2, 2024
Kate Wylie, CHANEL's Chief Sustainability Officer. (Photography: CHANEL)

Vision and Commitment to Sustainable Development! CHANEL Chief Sustainability Officer, Kate Wylie: Climate Change is No Longer a Future Problem but a Present Reality We Must Face

September 30, 2024
Kecia Steelman, CEO of Ulta Beauty. (Photography: WWD)

Kecia Steelman, CEO of Ulta Beauty: The Future of Beauty Is Not Just a Trend, but a Responsibility and a Call to Action

April 3, 2025
Han Jong-Hee, Former CEO of Samsung Electronics. (Photography: Samsung Electronics)

Leading the Path to Global Sustainability — Han Jong-Hee, Former CEO of Samsung Electronics, Champions a Lasting Vision of Corporate Responsibility

March 27, 2025

Semiconductor Industry Paves the Way for Taiwan-UK Relations! Jason Huang, General Manager of Taiwan’s Sentec Green Technology: Compound Semiconductors Not Only Reduce Energy Consumption but also Significantly Decrease Carbon Footprint

January 10, 2024

The Icons

  • About 《The Icons》
  • Privacy Policy
  • Terms of Use

CATEGORIES

SDG Business Succession Academic Lifestyle
ESG World Innovation Culture Tech
Leadership Health Entertainment Latest Opinion

CONTACT US

Email: hello@theicons.net

© 2025 THE ICONS COLLECTIVE LTD. All Rights Reserved.

Sign in or create your account
OR USE
Please wait. Signing you in...
Forgot Password?
Signin with another account
OR USE
Please wait. Signing you in...
Already have an account? Login.
OR USE
Please wait. Signing you in...
Enter your email address or username to continue.
No Result
View All Result
  • Chinese 中文
  • SDG
  • ESG
  • Leadership
  • Business
  • World
  • Health
  • Succession
  • Innovation
  • Entertainment
  • Academic
  • Culture
  • Lastest
  • Lifestyle
  • Tech
  • Opinion
  • About《The Icons》
  • Login

© 2025 THE ICONS COLLECTIVE LTD. All Rights Reserved.

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?