Kecia Steelman: How Ulta Beauty’s CEO Rose From $8 an Hour to Leading an $11B Retail Powerhouse
Kecia Steelman, now CEO of Ulta Beauty, began her career earning $8 per hour. As of 2025, she leads the $11 billion retailer with more than 1,500 stores across the U.S. This article traces her rise through the retail ranks and explores how her customer-first philosophy is reshaping the beauty industry.
Kecia Steelman’s journey to becoming CEO of Ulta Beauty is one of the most compelling success stories in modern retail leadership. At a time when many corporate executives are fast-tracked through elite universities or management consulting firms, Steelman took a very different route. She began her career working in retail stores, earning just $8 an hour, learning firsthand what it takes to manage customers, employees, and the pressure of day-to-day store operations. That early experience formed the foundation for her leadership style — grounded in empathy, practicality, and deep operational understanding.
Today, Steelman leads Ulta Beauty, one of the most influential and profitable beauty retailers in the United States. The company operates more than 1,500 stores nationwide, holds a valuation above $11 billion, and maintains one of the largest and most engaged retail loyalty programs in the country. Her role places her not only as a top executive, but as a defining voice in a beauty industry undergoing significant transformation.
A Career Built on Grit, Not Glamour
Steelman’s rise did not unfold overnight. She climbed step by step: from the sales floor, to shift management, to store leadership, and eventually to overseeing entire regions. Along the way, she built a reputation for consistency, operational precision, and the ability to solve problems that others often overlooked.
Retail insiders often point to Steelman’s early store-level experience as the backbone of her strategic decisions. Neil Saunders, Managing Director at GlobalData Retail, noted, “Steelman’s leadership reflects someone who understands the business from the inside out. Her decisions show the influence of someone who has served customers directly and led teams through the toughest challenges.”
This grounding in real-world retail work has consistently set her apart.
The Financial Strategy Behind Ulta’s Continuing Success
While Steelman does not publicly discuss personal wealth, analysts estimate that her executive compensation a combination of salary, performance bonuses, and long-term equity incentives places her personal net worth in at least the high seven-figure range, with significant future upside tied to Ulta’s strategic growth.
Steelman’s financial leadership is centered not on aggressive expansion at any cost, but on measured, sustainable growth. Ulta has continued to add stores, but importantly, it has also expanded its experience-driven offerings, investing in in-store salons, brow services, and skincare consultations. These service-focused features increase customer retention and differentiate Ulta in a crowded beauty market.
Rather than chasing trends, Steelman has focused on strengthening Ulta’s brand ecosystem especially digital engagement and loyalty. Ulta’s rewards program now includes over 40 million active members, creating one of the strongest recurring revenue channels in the consumer beauty sector. These loyalty figures translate to predictable sales patterns, reduced marketing costs, and long-term customer relationships all critical advantages in an era where brand loyalty is increasingly difficult to maintain.
Understanding the New Beauty Consumer
Under Steelman’s leadership, Ulta has responded to changing beauty preferences with notable accuracy. Today’s consumers particularly Gen Z value authenticity, skincare transparency, and connection to brands. They are influenced by dermatologists, content creators, and micro-trends that emerge on platforms like TikTok and Instagram.
Jessica Cruel, Editor-in-Chief of Allure, explained, “Beauty is no longer just about product. It’s about identity, community, and emotional expression. Ulta is one of the few retailers that understands how to bring those together in a physical and digital space.”
Steelman’s ability to interpret cultural shifts and translate them into merchandising and experience strategy has kept Ulta ahead of competitors and deeply relevant in a rapidly shifting market.
What Steelman’s Leadership Represents
Steelman’s story represents something larger than her personal success. It challenges long-standing assumptions about what qualifies someone to lead. For decades, major corporations favored résumés filled with Ivy League degrees, corporate advisory work, and strategic consulting. Steelman demonstrates that the best leaders may be those who have stood face-to-face with customers, balanced shift schedules, and felt the pressure of a store floor on a Saturday afternoon.
Her rise sends a message across the business world: experience matters. Patience matters. The grind matters.
Steelman didn’t just learn business she lived it. And that lived experience is now shaping one of the most important companies in American retail.
