Faced with profitability at its lowest in 3 years and a sharp slowdown in sales, Ulta Beauty is adjusting priorities under the leadership of a new CEO Kecia Steelman. Following the acquisition of British rival Space NK, the retailer wants to win over Gen Z with a radical shift towards "social commerce" via TikTok Shop.
On March 17, 2026, the U.S. cosmetics giant Ulta Beauty (2025 net turnover: US$12.4 billion, up by 9.7% in total and by 5.4% on a like-for-like basis) launched a store on TikTok Shop. This offers an exclusive range targeting Gen Z and Gen Alpha, as the social network plays a growing role in product discovery. The initiative is led by the new CEO Kecia Steelman, at the helm since January 2025.
According to the annual results on March 13, 2026, Ulta Beauty recorded its lowest net margin level in
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Article authors
Sophie Baqué
Chief Editor of mind Retail