Customer Personalization Is at the Heart of Ulta Beauty’s Mission

How the retailer still has innovation in its DNA 30 years later

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Ulta Beauty’s chief marketing officer lives by a mantra that goes, “What got you here won’t get you there.”

Shelley Haus, who was promoted to CMO at the retailer in December, shared those words of wisdom onstage at Adweek’s Challenger Brands Summit in New York on Wednesday as she discussed how the 30-year-old company is still committed to innovation in the beauty industry.

Haus emphasized Ulta’s focus on customer personalization and how the brand is attempting to accomplish that with Ulta Beauty Culture Studio, which is designed to understand “the intersection of beauty and culture” and “where they converge.”

The idea came about two years ago at South



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