• by Sarah Mahoney  @mahoney_sarah, February 24, 2025

Image: Ulta media

Ulta Beauty made it official with Kelly Mahoney, naming her the new CMO. She has been filling the role on an interim basis since last month, when Michelle Crossan-Matos left the company. Before that, Mahoney, a 10-year Ulta vet, had been senior vice president of customer and growth marketing.

Mahoney assumes oversight of all the company’s brand marketing, loyalty, media planning, public relations, consumer insights, and social media and influencer strategy. That includes UB Media, the Bolingbrook, Illinois-based company’s retail media network.

“We know that beauty is more than what you put on—it’s about self-expression, empowerment, well-being, and connection,” Mahoney says in the company’s announcement. “In my ten years with Ulta Beauty, I have worked continually to garner the unparalleled brand loyalty and trust that we’ve earned with our guests. As chief marketing officer, I will build on this while deepening ourbrand purpose of unleashing possibilities in new and meaningful ways to inspire, engage, and empower every beauty enthusiast."

Her appointment comes a month after Kecia Steelman rose to the president and CEO role, replacing the retiring Dave Kimbell.

While Ulta has consistently been one of the retail industry’s shining stars, the company has hit rough patches of late. In the most recent quarterly results, net sales increased 1.7% to $2.53 billion compared to $2.49 billion. On a comparable sales basis, which includes stores open for at least 14 months and e-commerce sales, sales only rose by 0.6%.

Still, observers think Ulta’s strong loyalty program gives the retailer an advantage. “While the firm faces intense competition and is affected by innovation and product cycles in cosmetics, we think it has developed a following that has allowed it to take share from mall-based stores while competing effectively against Amazon and other e-commerce,” writes analyst David Swartz, who follows the company for Morningstar. “We believe that teen girls and women like to sample products in Ulta’s stores and that its salons, selection, promotions, and service encourage frequent visitation.”

The company is scheduled to report fourth quarter and full-year results next month.