Oliver Chen's questions to Ulta Beauty (ULTA) leadership • Q2 2025
Question
Oliver Chen asked about the strategy for the new online marketplace, focusing on the balance between curation and growth, its integration with the loyalty program, and the company's view on platforms like TikTok and Amazon.
Answer
President and CEO Kecia Steelman explained the marketplace will be a closed, invitation-only platform to maintain a curated assortment. Loyalty members will earn points, and returns will be handled in-store. She views it as a low-risk growth driver. Regarding other platforms, she stated they are monitoring trends like TikTok to engage with guests where they are active.