Melissa Daniels

Ulta Beauty is celebrating its 35th anniversary by reflecting on its evolution from a functional beauty retailer to an immersive, experiential destination. Paul Loux leads the brand’s store design and experiences and will share key milestones from Ulta Beauty’s journey, highlight how the brand is redefining beauty retail, and offer a preview of upcoming expansions that will shape the next chapter.

• Transforming from a product-focused store to an experiential beauty leader through in-store services and community initiatives

• Expanding store footprint with 200 new stores planned and its first international expansion in 2025

• Offering innovative experiences and offerings that will further elevate the customer experience and grow with the customer through the years

As shopping behaviors change, retail leaders are transforming the physical space into an interactive and personalized experience that fosters meaningful connections, encourages exploration, and cultivates brand loyalty. Our panelists will discuss:

• Showcasing the brand through the store’s design

• Enabling the store as a launchpad for community engagement

• Staffing the store for meaningful customer interactions 

• Identifying locations that introduce the brand to new markets

• Working with landlords in a challenging real estate market

• Leveraging data for site selection and market penetration 

• Maximizing store footprint to deliver the best customer experience