Intelligent Beauty: How Ulta Beauty uses AI personalization to power loyalty and relevance at scale

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1:15And marketers are calling it out in Dashboard Confessions. I remember telling my boss, it'll be good for the brand when leads were slow. Yeah, it wasn't. Cut the bull spend. And LinkedIn lets you target by company, job title, and more. Advertise on LinkedIn. Spend$250 on your first campaign and get a$250 credit. Go to linkedin.com slash campaign. Terms and conditions apply. The Ulta Beauty Rewards program now has 46 million members in our program. But what's really staggering is we have 95 % of all of our sales are coming from members. To thrive in a rapidly evolving landscape, brands must move at an ever-increasing pace.

1:58I'm Matt Britton, founder and CEO of Suzy. Join me and key industry leaders as we dive deep into the shifting consumer trends within their industry, why it matters now, and how you can keep up. Welcome to the Speed of Culture.

2:15Up to the end of the Speed of Culture podcast, we're thrilled to welcome Kelly Mahoney, the Chief Marketing Officer at Ulta Beauty. Kelly's a proven marketing and strategy leader with more than 20 years of experience driving growth through data-led, consumer-centric innovation. We are here live in Las Vegas at CES. I'm so thrilled to see you. Thanks for joining, Kelly. Thank you for having me. Absolutely. So it's interesting. I've been coming to CES for 25 years. And when I first started coming, it was called the Consumer Electronics Association. Now it's Consumer Technology Association. And back then it was all makers of actual consumer electronics.

2:44And here you are as a CMO of a beauty brand at CES. Why are you here? And what do you hope to get out of your time here? Well, it is something I definitely thought about as well. Yeah. But behind all good retailers and all good brands, I think it's powered by data and technology. And that's really what drives a lot of our growth at Ulta Beauty. So I'm here to talk about data. I'm here to talk about how we leverage our data to personalize the experiences we have with our guests. And I think there's a lot I can learn, too. Absolutely. So let's talk about the Ulta business. Where does it stand today?

3:14What are its growth drivers? And what are some of your key focuses headed here into 2026? Well, Ulta Beauty is a phenomenal business. a retailer in the United States, and we have over 1 ,500 store locations, thriving digital. Just U.S.-based? We are not. So we just expanded globally last year. Okay. So we're now in Mexico, we're in the Middle East, and we just acquired Space & K, which is in the UK. Wow. So that's a big growth driver in terms of what's going to feel the next set of growth for us. That is definitely on our radar, as well as wellness. So wellness is an assortment expansion. It's a strategy in and of itself.

3:51But we really perceive that beauty and wellness are inextricably linked now more than ever. And it just makes sense that beauty is wellness, wellness is beauty. Let's really dive into this space. We can attract a new customer base. And I think we have a lot of credibility in the marketplace to do this and do this well. Yeah, in terms of brand positioning, we've seen more broadly in the fashion industry, kind of this barbell economy unfold where you have fast fashion and value on one side and you have luxury on the other side. when you look at your category and your brand, where do you see you fit in?

4:22And it's funny because I worked on the launch of Victoria's Secret Pink. And I remember that was like one of the first brands that took more of an upscale luxury brand and had almost like a youthful counterpart. Right. And that was sort of like, I think, an early marker to where we are today. Just curious where the Ulta brand fits there. I think that's part of what makes us pretty amazing and special is this low deluxe assortment that we can offer. Value is what we're known for, but we're not cheap. We are value in the sense that we can offer everything that a consumer might need from the sort of everyday essentials to the what's new trending and what's also on the luxury spectrum, too.

4:57And we have it all under one roof and we have it across our stores. We have it online or highly convenient. And our loyalty program, let's not forget, like our loyalty program provides exceptional value to every member. That's it. Now, during COVID, there was so much talk about the death of the retailer and that no one's ever going to go into a retailer again. Obviously, it's proven not to be true. Now, we've entered a world where obviously it's not just one side. It's omni-channel is the name of the game. And you have to be having a multitude of touch points for the consumer that fits their lifestyle.

5:28What is Ulta's overall strategy in terms of its channel mix? And how do you start evolving over time with your consumer? Yeah, I mean, we used to talk about channels very distinctly. We have an omni-channel customer that will shop us both. And what we've learned in our category in particular, it's not linear. It is now more than ever, it is not a linear journey for the customer. So we're trying to talk about the customer's journey and how the channels fit in to the customer's journey. Because then that sort of changes and shifts the way we think about making sure we truly do deliver a seamless experience.

5:59Yeah. A lot of times we'll see that the experience with beauty starts in social. and then we have to make sure that the social experience they're having can translate well online when they want to go and actually consider and browse to then maybe when they come in store because they really want to try it before they buy it. So that's one journey and the channels facilitate that one journey. So it's really trying to smooth that experience out and make sure whatever experience they're having, we can pick up right where they left off, whether that's in social, online, or in our store. Yeah, and of course, as a retailer, you have the benefit, especially with some of your loyalty programs, to have first party data.

6:33And for so long, the jargon was data is a new oil. And while data has always been valuable, AI has been the ultimate unlock of data. Did you know where I started my career? No, tell me. In oil. You did? No way. That's a whole nother conversation, Chuck. Okay, I'm sorry. Did you ever watch Landman, by the way? I love Landman. I can relate to that so well. I'm sure. Because it is so true. Isn't it true? It's true. Okay. So data is a new oil because you have the background And oil is actually, you probably know, way more valuable than data, but it is the ultimate unlock. And I'm just curious how you're looking at leveraging data to drive personalization, to drive deeper, more meaningful relationships with your customer in the age of AI.

7:14Yes, thanks for the question. It's my favorite one. Okay, good. Well, I came on to Ulta Beauty to run our loyalty program 10 years ago. And Ulta Beauty Rewards program now has 46 million members in our program. but what's really staggering is we have 95 % of all of our sales are coming from numbers. Wow. That's a big number. I hate when I go to a retailer, do you want to sign up? I was like, no, I just want to buy a leave, right? Like obviously there must be value of people who are signing up. Value has changed. I mean, that's what we really have done and done really, really well. So people want to sign up and the quality of the conversations our associates have with our guests, because most of our signup happens in our stores is really how we get over that objection that people might have.

7:53Plus in our category, we have 600 brands sitting on our shelves or on our website. And beauty is about discovery. In order to really get the right products in front of the guests, we need to curate the experience. We need - If it's one to many, you're going to get emails that like, I'm not that age or that's not my style. It doesn't talk to me. Right. And people want it. So that's another way in which we can overcome people wanting, they want to become part of our membership so that they can receive the curated experience. Right. It's ultimately about a value exchange. It is. And I think we're entering a world where the days of one-to-many emails, one-to-many messaging are going to go away.

8:29I think consumers are going to increasingly expect hyper-personalization, the relevance and context of a message being built just for them. And especially if they're a loyal member. We just had this CMO of Sam's Club here right before you came in. They're a membership company. That's their core business model. And they're saying they're investing so much in 2026 in personalization. I think by using these AI engines to understand the consumer, you can deliver messaging to them that really matters. Do they have kids or do they have a big event coming up? Are they getting married? What are their needs for those occasions?

8:59And then can you deliver messaging that hits on that? Because gone are the days of traditional customer segmentation. Right. Which then kind of justifies what your messaging is going to be and then you batch it out. We're now in this mode of we don't segment based on those traditional demographics. Like 18 plus, I live in a sub. Imagine that. Yeah, the cookie cutter 18 to 49 demographics. Exactly. Like that was yesteryear. That's yesteryear. We are now, day one, right now, we are actually segmenting based on motivation. Interesting. Because we do have all those signals. So we do understand that this is a shopper that really enjoys coming into our stores for the discovery, but they are replenishing with us online.

9:34They tend to buy skincare. We can then ascertain through data that the next likely category that we can introduce to them might be hair care. Right. So then we're teeing up messages about what's relevant to them right now, but what we think is going to be relevant to them and predictive for them. And that's when a consumer really starts to fall in love because they say, hey, you know me. You understand what I need. It drives true loyalty. It does. It really does. I would imagine that feedback loop also helps drive your shelf mix and your merchandising strategy as well because you know what consumers want, what they gravitate towards, and you're going to want to put more of that on the shelves and store.

10:09I mean, yes. So there's the guest-facing side to, as marketers, what we want to do and we want to perfect. But then, of course, there's all the downstream benefits of having really, really strong data and having 95 percent of all your data coming from members that allow you to be sharper about inventory and also just more efficient. Yeah. How you run the business. So let's talk about building the brand and driving attention from your consumer, because obviously you have a great brand, you have loyal customers, but you are clamoring and fighting for attention with your customer across a multitude of categories and competitors, etc.

10:41What does it take to break through in 2026 with creative, with content to make sure that you're capturing their mind share? Yeah, it's a great question. When I stepped into the role last year as chief marketing officer, the first thing that we did as a marketing team is let's reignite our brain's purpose. Let's remind the world why Ulta Beauty exists. That's right. Because that's why people are going to choose to come to Ulta Beauty in a crowded world. Like our category is very, very crowded. You can buy beauty in a lot of spaces. So we had to give people, we had to remind people, like, there's a reason why you come to Ulta Beauty.

11:13And it's because we celebrate the superpowers of beauty. We are, in a lot of ways, we consider ourselves a lifestyle brand. We are about self-expression. We are about empowerment. We are about connecting multiple generations all on our store floor inside our 10 ,000 square feet. And we're also about taking care of yourself, this idea of self-care and wellness. And when you can find a spot within people's lives and you can play a role in people's lives in a meaningful way, that's when loyalty can truly start to begin. And so that's really how we start the conversation about how do we grab attention?

11:49How do we distinguish ourselves? Then we make decisions around where do we show up? Like, where are we going to show up? In our space, we have to be in social. We have to be shaping and supporting the conversation. There's no owning the conversation, but being a part of the conversation for sure. And then there's meaningful moments in culture that just make sense where beauty, culture intersect. We think that's music. We think that's sports. We see places that beauty and taking care of yourself really makes sense to activate and have an experience where we bring people in and they get to experience a little bit of Ulta beauty in their element.

12:21Yeah, a lot to unpack there. And one of the first things you mentioned was social. And this year, for the first time, the average age of a first time mother in the U.S. is Gen Z. So that means she grew up with the iPhone in the household. She grew up consuming content looking like this. And of course, when she's consuming that content, it's not from traditional media sources, but from creators. So what role does the creator economy influencers play in your strategy and where are you stack ranking that as you enter a planning cycle in terms of where to devote resources towards? It is an undeniably important role that every marketer, I think, needs to be paying attention to.

12:58Then you layer on beauty in particular, because where does discovery happen, especially for Gen Z and Gen Alpha? But across all, we're beauty for all ages, life stages. So we've got an eye on every single generation and what their habits are. And people go to social media to discover. And be entertained. And be entertained. I was just going to say, it's fun, right? So social media plays a really important role in our strategy and our planning. And creators in particular drive that authenticity and help us do what I was saying earlier, which is shape the conversation, participate in the conversation, but do it in the most authentic way.

13:33That's huge. That's huge. That's our path towards authenticity. We'll be right back with the Speed of Culture after a few words from our sponsors. Blowing ad budget on metrics that look great till the CFO sees them. That's bull spend. And marketers are calling it out in Dashboard Confessions. I remember telling my boss, it'll be good for the brand when leads were slow. Yeah, it wasn't. Cut the bull spend. LinkedIn lets you target by company, job title, and more. advertise on LinkedIn. Spend$250 on your first campaign and get a$250 credit. Go to linkedin.com slash campaign. Terms and conditions apply.

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15:27Thank you. at gistful.co

15:36If you've used Babbel, you would. Babbel's conversation-based technique teaches you useful words and phrases to get you speaking quickly about the things you actually talk about in the real world. With lessons handcrafted by over 200 language experts and voiced by real native speakers, Babbel is like having a private tutor in your pocket. Start speaking with Babbel today. Get up to 55 % off your Babbel subscription right now at babbel.com slash ACAST. Spelled B-A-B-B-E-L dot com slash ACAST. Rules and restrictions may apply. So another thing that you had mentioned was the notion of tapping in the passion points.

16:20Things that consumers care about and aligning your brand with it. So what are some of those franchises or partners that you are aligning with moving forward to help drive the Ram Ford? There's so many options out there. That's, you know, we have to make a call on where we see that intersection of beauty and culture the strongest. And it's really music, number one. And it's number two, it's sports. And there are different reasons. Sports, interesting, because that wouldn't have been the case maybe 10, 20 years ago as a female-focused brand. but you see the rise of like WNBA and you're seeing so much interest in female sports.

16:54You see interest in female sports, but what you also see is females that want to look good and play hard at the same time, especially for the adults. But what I'm really passionate about in the sports angle is the youngsters, the young women that are around 12 to 14. They actually defect from sports at twice the rate of young boys and it has everything to do with their confidence. And they're a feeling of, I don't know if it's okay to be tough. Right. And it can fear counterculture almost. It does. Yeah, it does. So if we, Ulta Beauty, can be a part of helping a 12-year-old, a 13-year-old, 14-year-old stay in sports because they do feel confident, empowered.

17:33They do want to show up on the soccer field wearing the headband and a face of makeup or they have the right skin care in order to take care of their skin while they're playing hard. I think that's really our angle into sports. I think confidence is so important. I mean, especially if you look at where the workforce is headed. I think I was giving a talk yesterday and I was saying if you have to wait to be told what to do when you walk into work every day, your job is going to become at risk. Because by nature, that means your job is deterministic, right? Automation. And I think the other side of that is you have to take initiative and you have to actually drive impact.

18:06And I think a lot of younger people in the workforce just are wired to wait for permission. And I think especially young women, when they go into a corporate environment, maybe don't have that confidence to actually take initiative. And I want to hear how you've done it because you've ended up in the CMO seat. So you've obviously made a lot of the right decisions along the way. But how do you feel young women should approach the workforce, especially earlier in their career, to put themselves in the right position? The advice I always give anybody that I'm talking to, female, male, youngsters that are just starting out is a couple of things.

18:42One is, this is going to sound strange maybe, but say yes to everything, especially when you're young. Don't know what to say no to yet. And like you think you get invited to a dinner and you think you know who's going to be there and what's going to happen. But the reality is you have no idea. And the worst thing you could do is say no. Isn't that right? Yes. So that's the advice I always give. I think the other piece of advice, but this comes sort of later with a little bit of season, is leave with purpose, like intention, and really understand what the outcome is that you're looking to achieve.

19:10But I think that comes with a little bit of season in your career. Right about the 10-year mark is when you start to understand, say yes to everything for 10 years, and then decide what you really want to start to narrow your focus in. Yeah, you want to basically take as many shots as you can early, see where the ball is going to bounce. And then once you zone in on what you really want to do, then you have to be choiceful of how you spend your time and the things that you focus on. Can be experts on everything. So back on the Ulta front, I know that wellness is sort of like a, just not a pivot, but it's just a broader, I guess, lens of the brand versus just beauty.

19:45Where do wellness and beauty collide? Why is wellness an important place for you to kind of expand your focus on heading forward? It's great. I'll take us back to COVID. We have to just one last time, right? Of course. It comes up in every interview. Does it really? It just shows how big of a seismic impact that has had on culture and business and society that here we are in 2026 and four or five years removed from it and still comes up in every conversation. It does. It does. We started to notice the importance of wellness and how wellness was starting to over index or be prioritized within the beauty enthusiast's mind.

20:19So what they were doing is maybe there wasn't an opportunity to do a full face of makeup or do what our beauty lovers love to do, which is express themselves. You know, this is my night look. This is my day look. But what they were doing is they were really investing in their skin care. They were investing in their hair care. And that was starting to look like wellness as opposed to what we used to call beauty. Right. getting beauty products, which now fast forward four to six years later, what we see is that beauty, actually the art of putting on makeup and what's inside the makeup is now geared towards wellness.

20:54So I like to say beauty is wellness now. Interesting. And wellness is beauty in all categories. This is skincare. This is hair care. Even fragrance to some degree could be considered wellness. And then there's the wellness products that you might be thinking, the traditional like supplements that you might be. Moisturizers. Moisturizers and skincare, supplements, collagen, things like that, that we want to continue to expand our assortment around. So for us, we have so much credibility stepping in the door of becoming the wellness destination for every beauty lover in the United States. Yeah. And even here at CES, I mean, health tech is just a massive vertical we're seeing this year.

21:34And I think the notion of quantified self, which is taking data on your body that you're getting from all these wearables, whether it's your R ring or your eight sleep mattress, right, or your Apple watch, and then taking that data and analyzing it through the power of AI and giving you insights on your body and your health, I think it's going to explode moving forward. And the extent that you can kind of capture some of those tailwinds for your business, I think does drive new entrants in the category, new consumers, and just will create more growth for the business moving forward. That is our hypothesis.

22:04Yeah, makes a lot of sense. Absolutely. We're aligned there. So speaking of AI, obviously it is the year of AI here at CES. And as I've been coming here for 25 years in the past, I remember when it was digital streaming was the big thing. I remember when the iPhone was the big thing. There was all these accessories. There was a whole world of like 3D printing and 3D videos. Now it's about AI, which I think is far more substantive than all of those things. How are you looking at AI as a leader, as a CMO, and what role does it play in how your organization and brand is going to go to market in the year ahead?

22:36Well, we have to be thinking about AI. Yeah. And we are absolutely thinking deeply about AI. I think the thing we have going for us at Ulta Beauty is the data. So we talked about the 95%. So I came 10 years ago and we've structured our data. That was the first priority. Let's structure our data in a way that allows us to leverage that data because we knew. And back then we weren't talking about, I think we might have been using the term big data at the time. We certainly weren't using the term automated marketing and personalization, right? But we are now. We wanted to structure our data in a way that allowed us to leverage that data because we knew we wanted to do something with that data.

23:09So now we're well positioned to apply AI in a lot of different spaces to power our guest experiences. Like we talked about before, AI is behind that. So there's AI at its core, all the models that are kind of scoring our customers and understanding propensities. And it's the backbone of how we're able to deliver curated recommendations. For instance, that's a really big use case for us. But even generative AI and the spaces around creative, how do we more efficiently create it so that we can tee the right image up or the right message up to the individual at the right time? We can rely on tools like generative AI in a real way going forward.

23:46Sure, it's only going to get better. It is. AI is doubling in its power and potency every seven months. So if you think you can do something well, AI is going to do something incredibly well later this year and you almost have to act and plan accordingly. So given all that, What are the new types of skill sets you're looking for as a leader as you continue to build your team to make sure that you're bringing on people that have the right skills and tools to be able to take advantage of this new fascinating era that we're in? We talk a lot about adaptability and AI adaptability in particular. Yeah.

24:15Because it's not the technology that's going to take over the jobs. It's the human that knows how to use the technology that's going to take over the jobs. That's how we really believe. So in order, the capabilities you need, number one is I always look for a data-centered marketer. So I think gone are the days where there's, you know, you can just be that sort of creative. Yeah, big idea person. Right. We need to have data. And that's true for our creative team. So even within creative, we're looking for somebody that understands data, somebody that understands technology like our generative, our AI, Adobe platform that we're using, Firefly.

24:47We have the Adobe CMO coming in next. Oh, do you really? Yeah, right after you. That's very good. We're partners with Adobe. Yeah. So we committed to Adobe about a year ago. We've got their CDP in place. We're now leveraging their Firefly and we'll just continue to expand that. So in creative, like you need to be able to adapt to technology and really understand how to use that technology and then accelerate it. So very much a test and learn, very agile mindset type of person. And the more curious, the better. And I think that's something you can't learn. Yeah, curiosity. Yeah, it's a lot of the skills that you talked about, whether it's taking initiative, curiosity, you really can't teach.

25:21I mean, hopefully over time, parents and educators will realize that the world's changed. It's not about memorizing, regurgitating facts anymore, but it's about these soft skills because that's what's going to be needed in the corporate world moving forward. Yeah. Yeah. I think this is going to be an evolving topic, though, honestly. I don't know if anyone has the real secret to how to hire people that know how to adapt to AI for business. Yep. I think engineering different. Yeah. Couldn't agree more. So shifting gears, we wrap up, Kelly, and it's been an awesome discussion. Would love to hear, you know, you'd mentioned earlier that you started your humble beginnings in oil, which I didn't know.

25:55And here you are, our CMOs, Ulta. Would love to hear about, as you look back on your career journey, what are some of the things that you think you did right along the way that put yourself in the CMO position now and maybe some of that wisdom we can impart to our listeners so they can take some more paths? Well, first of all, I would say I'm just truly grateful to be the chief marketing officer of Ulta Beauty. That's number one. And humble beginnings is probably the right way to describe where I came from. I just have a really strong work ethic. So that stayed with me in school and that stayed with me through college.

26:25I said yes for the first 10 years of my career to a lot of different opportunities. And lucky for me, BP at the time could provide that for me. Such a global company. And I always say I probably had four different careers while I was working at BP. And it just was a tremendous training ground for leadership management and operating a business at scale. which is amazing. So say yes to a lot of things. I think being a good person is the other thing. Kindness and being able to establish relationships with people because you never know when you're going to honor that person again. It's a smaller world than you think and everything from leaving your job the right way to how people perceive, all that stuff matters.

27:07So important, so important. So don't underestimate the power of relationships because you're going to need them at some point. So even if you are in the big job, I always try to save time for people that want to have a conversation, especially if they're looking to make a job change or if they need help. And that's when the relationships matter. That is. At times of transition. When I started Susie, the first 10 people I called were people who I was friends with that would be willing to take a leap on me. The people who I hired were people who I'd worked with in the past that were willing to join a startup they had never heard of.

27:38So like when times of need, that's when the relationships matter the most. And it actually fits really well with your suggestion earlier by saying yes, because the way you create relationships isn't by sitting at your home and watching Netflix. It's by getting out there. Doing this. Being Etsy, yes. And it's uncomfortable sometimes to walk through one of those parties and networking events. But what I find is most people, when you do put yourself out there, are really kind and graceful at accepting that and having an exchange. So make time for that. Yeah. It's really important. I love that advice.

28:07So we always wrap our podcast by asking our guests if there's a saying or mantra. That's helped kind of encapsulate the professional journey today and is wondering what comes to mind for you. Yes, impact over ego. Okay, let's unpack that. Yeah, let's unpack that. Well, you know, I just found that I'm very much a people first leader and I'm about driving culture because if it's all coming from one person and it's always coming from the top, we're not gonna win. We gotta win as a team. And so I just think leaving the egos, And that's true for not only the people at the top, but everybody in the organization.

28:40It's not your agenda. It's the company's agenda. We can find common ground. We can achieve your development goals at the same time while we're building a business. But leave your personal agenda, leave your ego at the door. And let's really focus on what we're trying to do and make the impact happen. And some people can't do that. I mean, we've both encountered people that it's always about them. And I think when you have people like that, that are in your organization, that's when you have to make those hard decisions because it's like death by a thousand cuts in terms of building a culture and you need people that are focused on the bigger, higher order goals of the business.

29:14And with that, it's like a great idea can come from anywhere and doesn't matter what your title is. And all those things I think contribute to that impact over your framework. Well, that's a great one. And I love that question because it always just kind of gives people a little bit of a view of how people's mind works. Like the thing that goes to, So yeah, awesome. Well, thank you so much for joining. It's been a fantastic discussion. I know CES is a very busy time to be in the year and I'm appreciative that you took a little bit of your time to spend with us on the podcast. It was so much fun.

29:41Absolutely, it was great. On behalf of Susie and every team, thanks again to the great Kelly Mahoney, the Chief Marketing Officer of Ulta Beauty for joining us today. We're here live at CES in Las Vegas. We got more to come. Be sure to subscribe, rate and review the Speed of Culture podcast on your favorite podcast platform. Till next time, see you soon, everyone. Bye-bye.

30:01The Speed of Culture is brought to you by Suzy as part of the Adweek Podcast Network and A-Guest Creator Network. You can listen and subscribe to all Adweek's podcasts by visiting adweek.com slash podcasts. To find out more about Suzy, head to suzy.com. And make sure to search for The Speed of Culture in Apple Podcasts, Spotify, or anywhere else podcasts are found. Click follow so you don't miss out on any future episodes. On behalf of the team here at Suzy, thanks for listening.

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