With 44 million loyalty members and counting, Ulta Beauty isn’t just a beauty retailer – it’s a cultural powerhouse. Now, with Kelly Mahoney stepping into the CMO role, the brand is doubling down on personalization, innovation and deeper consumer connections to shape the future of beauty.
Mahoney is steering Ulta Beauty by expanding personalization, deepening cultural relevance and driving innovation across retail
Ulta Beauty isn’t just selling beauty products – it’s making beauty personal.
With over 1,400 stores and a fiercely loyal fan base, the retailer has long been a powerhouse in the industry. Now, as Kelly Mahoney steps into the chief marketing officer role, Ulta is entering a bold new era – one fueled by deeper consumer connections, cutting-edge technology and a mission to make beauty more personal than ever.
Mahoney, who joined Ulta in 2015, has played a key role in building one of the most engaged customer bases in the beauty space. Under her leadership, Ulta Beauty Rewards has grown into a juggernaut with over 44 million members – an achievement she sees as just the beginning.
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“Even though we have been leaders in loyalty for more than a decade, we see tremendous opportunity for continued growth,” she tells The Drum. “We bring in new members and deepen loyalty among existing members by creating authentic, personalized and hyper-relevant experiences across our channels as a way to drive differentiation, loyalty and meaningful business value.”
Her goal? To reach 50 million loyalty members by 2028. And she plans to get there by harnessing data, AI and hyper-personalization to deliver tailored experiences that keep customers engaged – whether they’re scrolling online, browsing in-store or unlocking new perks through Ulta’s digital platforms.
Mahoney wasted no time making an impact as interim CMO, spearheading Ulta Beauty’s first-ever Super Bowl activation – a high-stakes move that paid off in a big way. The campaign, which celebrated trailblazing women in sports, racked up over 29m views and drew praise for making Ulta the “Ulta-mate Super Bowl winner.”
“Leading Ulta Beauty’s first activation during one of the biggest moments in sports (and advertising!) was a true career highlight,” Mahoney reflects. “We decided to shine a light on the trailblazing women of sports throughout the weekend and highlight the role beauty plays in such an iconic cultural moment.”
The move signaled a shift in how Ulta is positioning itself – not just as a retailer, but as a brand embedded in major cultural conversations.
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The beauty industry is evolving at lightning speed, driven by AI, social commerce and shifting consumer expectations. But Mahoney doesn’t see these changes as roadblocks; she sees them as opportunities.
“No one understands the beauty enthusiast quite like Ulta Beauty,” she says. “Now, as AI has become more sophisticated and accessible, we’re able to leverage our member data to power and scale personalized experiences for our guests. This allows us to be very agile in understanding and adapting to shifting consumer trends and values.”
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That agility has led to some of Ulta’s most innovative initiatives, from AI-powered recommendations to gamified shopping experiences. The retailer’s SOS Smart Vending Machines and The GlamXplorer, a digital loyalty adventure, are just a few examples of how Ulta is redefining beauty retail.
But for Mahoney, loyalty isn’t just about perks and discounts – it’s about emotional connection. Through platforms like Ulta Beauty World, the brand’s first experiential beauty event, and the Ulta Beauty Community, she’s focused on making customers feel seen, heard and valued.
As digital advertising continues to shift, retail media is becoming a major focus for brands – and Ulta is leading the charge with UB Media. The platform uses Ulta’s customer insights to create targeted advertising opportunities for brand partners, and Mahoney has ambitious plans to expand it further.
“We’re exploring new channels like CTV and Streaming Audio to reach guests while they are highly engaged,” she says. Additionally, Ulta is piloting a luxury private marketplace to ensure its advertising appears in the most premium and relevant spaces.
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Beyond digital, Ulta is making big moves in brick-and-mortar. Under the leadership of CEO Kecia Steelman – who has been with Ulta since 2014 – the company is set to open 200 new stores in the next three years. A $3bn share buyback program further cements its long-term growth strategy.
For Mahoney, success isn’t about maintaining the status quo – it’s about constant evolution.
“Success is never static,” she says. “I’m excited to step into the CMO role and build on the incredible momentum our team has created, focusing on reigniting our brand purpose and telling the next chapter of our story in a way that resonates in today’s landscape.”