As the largest beauty retailer in the United States, Ulta Beauty understands the importance of innovating and constantly works to change the way the world sees beauty. As consumer shopping habits and routines shift, especially in light of COVID-19, the company works hard to meet its guests where they are. Throughout 2020, Ulta Beauty has continued to deliver beauty essentials via omnichannel experiences, always keeping safety at heart. Hear from Kecia Steelman, chief store operations officer and president of international, on how the retailer weathered the storm and continues to look towards ‘the new better’ by continuously evolving beauty shopping experiences.

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