Ulta Beauty’s CMO on Architecting Brand Purpose From the Inside Out

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A creator at her core, Shelley Haus was excited to join Ulta Beauty in 2014, mainly for the opportunity to help a 30-year-old beauty retailer find out who it was as a brand. The company sought out to not only get to the heart of who they were and what they stood for but to also co-create a purpose alongside 45,000 associates. And with past experience working on household brands during her time at Pepsi and Kellogg’s, Shelley knew how important it was to lean into both consumer and associate insights.

“I learned so much throughout my career about brand purpose.



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