Challenger Brands

How Ulta Beauty Keeps Its Challenger Brand Spirit With 1,200 Stores in All 50 States

It starts with CMO Shelley Haus' purpose-driven marketing

shelley haus
In her five years at Ulta Beauty, Shelley Haus saw the chain mature into one of the top 20 fastest-growing U.S. retailers. Ulta Beauty

By Chris Ariens

March 2, 2020

While it may be the largest beauty retailer in the U.S., Ulta Beauty is at heart a challenger brand. The chain has grown from 356 stores in 2010 to more than 1,200 today. All the more reason to keep the scrappy spirit intact.

Chris Ariens
@ChrisAriens chris.ariens@adweek.com Chris Ariens is the managing editor and director of video at Adweek.
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