Adrienne Yih's questions to Ulta Beauty (ULTA) leadership • Q2 2025
Question
Adrienne Yih asked about the current promotional environment in the beauty sector and Ulta's strategy for health and wellness, including how it prioritizes investments in this growing category.
Answer
President and CEO Kecia Steelman explained that the promotional environment is expected to remain rational and that Ulta reduced its promotional impact by optimizing events and eliminating unproductive offers. Regarding wellness, she highlighted its expansion into more stores and the curation of products around self-care, viewing it as a potential billion-dollar business over time.