Ulta Magnificence has appointed Lauren Brindley as its new chief merchandising and digital officer, efficient June 3.
Brindley, who most just lately 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 actually honored to affix Ulta Magnificence and construct upon the corporate’s distinctive legacy of innovation and impression,” 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 progress and proceed to raise the sweetness expertise for visitors 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 and marketing officer perform, will even fall beneath Brindley’s purview.
Of her new rent, Ulta Magnificence president and CEO Kecia Steelman stated: “Her strategic mindset, deep trade experience and keenness for magnificence give me nice confidence as we form Ulta Magnificence’s subsequent chapter of progress. With Lauren on the helm of our merchandising and digital methods, we are going to proceed constructing on our dedication to domesticate a world-class assortment and foster significant relationships with our model companions, whereas inspiring new and thrilling potentialities.”
Since moving 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 and marketing officer, overseeing the corporate’s model advertising and marketing technique, loyalty, media planning, public relations, shopper insights, and social media and influencer technique. She succeeded Michelle Crossan-Matos, who departed in January.
This comes as Steelman just lately unveiled a brand new technique known 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 internet 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 just lately introduced plans to launch an invite-only market later this 12 months, whereas it’s also gearing up for its first worldwide enlargement in Mexico, earlier than getting into the Center East.
