Ulta Beauty’s wellness assortment isn’t just doing well — it’s convalescing.
“We make wellness accessible and we democratize it. We’re in all 50 states across the country, we serve each beauty enthusiast on the market,” said Michelle Crossan-Matos, the retailer’s chief marketing officer, in conversation with Jenny B. Fantastic, executive editor, beauty, WWD and Beauty Inc. “Our mission is to take the guesswork out of wellness and to assist people understand their very own wellness journey.”
Crossan-Matos outlined the retailer’s game plan for tackling wellness needs, which starts with the buyer. “The business is booming, the expansion has been incredible — hence why we keep expanding,” she said.
“We take cues from the communities we serve. We see how they need this to be far...
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