At 3 PM MT, I had the opportunity to meet with Kecia Steelman, the CEO of American beauty giant Ulta Beauty. Partnering with Alshaya empire duo is bringing Ulta’s iconic brand to Kuwait, taking over the beloved Dean & Deluca space with a prime location on the ground floor of The Avenues the largest mall in the region.

Our meeting took place at the chic Harvey Nichols offices inside The Avenues, where we were warmly welcomed by a gracious and stunning intern. Kecia expressed genuine gratitude and excitement to be in Kuwait, calling it a meaningful chapter for Ulta and a personal milestone in her journey.

Kecia’s career is a true story of perseverance and leadership. She began in retail sales at Target, working her way up through major companies like Home Depot and Family Dollar, before joining Ulta in 2014. Over the years, she held key leadership roles, ultimately becoming CEO in 2025 a role she earned through grit, vision, and a deep understanding of both people and operations.

1. What are some unique cultural or consumer insights you’ve uncovered while preparing to enter the Middle East market especially in beauty preferences and retail behavior? 

One of the insights we’re most excited about as we prepare to launch here is the incredible knowledge base of the consumer in this region. People are very educated about all the categories we operate in. The fact that we can bring everything from accessible to luxury under one roof and offer something unique to such a sophisticated audience is truly exciting for us. This consumer really knows beauty.

That’s very true. We’ve heard this a lot. I’ve also noticed it personally, being based in Kuwait and as a Kuwaiti myself, I always had the sense that we were always viewed as simply consumers. But now there’s a shift. There’s a huge demand from women who want to be part of the conversation. Many young women are even founding their own beauty lines. It makes me very proud, because as you said, they don’t just consume beauty, they understand it deeply and now want to create and contribute to it.

Absolutely. Social media plays a big role in that too, the sharing of knowledge, the education, the conversations happening online. And what excites me even more about this marketplace is the potential for exchange. For us, it’s not just about bringing U.S. and international brands here, but also about identifying opportunities to take Middle Eastern brands into the U.S. Given the level of expertise and innovation happening here, I believe we’ll soon see that shift. That, to me, is incredibly exciting.

I always like to bring this up because it makes me genuinely happy. It’s something we’ve been challenging for a long time, and I feel there’s so much potential but we need players like you to help make it happen.

2. Ulta Beauty is known for its innovative approach to merging products, services, and experience. How do you plan to translate the Ulta Beauty experience to resonate with Middle Eastern customers?   

For us, entering the Middle East is really about staying true to the DNA of what makes Ulta Beauty unique, while also tailoring it to the specific needs of the beauty enthusiast here. At our core, we bring together all categories under one roof skincare, makeup, fragrance, and hair care, along with exciting services that create a truly holistic experience. That proposition remains at the heart of what we do.

But what’s key is how we adapt it. You’ll still see our range of price points, from accessible to luxury, but we’re curating the experience in a way that speaks directly to this market. That means incorporating local brands and making thoughtful adjustments to our mix, so that everything we offer feels relevant, exciting, and authentic to the Middle Eastern guest.

I think what’s also unique to our DNA, and something we’re very intentional about bringing here, is the way we view beauty itself. At Ulta Beauty, we believe that every person who walks through our doors is already beautiful. Our role is not to change that, but to help them feel like the very best version of themselves. Beauty, after all, starts from within.

So, whether it’s through products, services, or simply the experience we create, our goal is to empower guests to express their individuality and leave feeling confident and celebrated. For us, it’s never about defining beauty, it’s about recognizing it in everyone and helping them shine in their own unique way.

3. As a woman leading one of the most prominent beauty retailers in the world, how do you see your role in shaping the future of leadership in the beauty and retail industries? 

One of the things that I find most important in my role is having real clarity in our strategy and the courage to be bold in our decisions. In just nine months, I’m proud to say that Ulta Beauty has grown from being a U.S. based retailer into a global brand. We’re not just expanding geographically, we’re also pushing boundaries in how we engage with social media and how we embrace technology, making sure we’re not simply following trends, but actively setting them, both in the U.S. and internationally.

As a woman in this position, I think it gives me a unique perspective and a certain authority to participate in shaping the future of beauty retail. I’m not just leading as a business executive, I’m also a true beauty enthusiast myself. That passion allows me to represent our brand authentically, as both a leader and a consumer, which I believe positions me in a very special way to guide Ulta Beauty into today’s success and tomorrow’s opportunities.

4. What advice would you give to young professionals, especially women, aspiring to grow into leadership roles in highly competitive and evolving industries like beauty retail?

My advice would be to stay humble and always remain a learner. This industry is constantly evolving, and the more open you are to growth, the stronger you become. Set ambitious goals for yourself, don’t be afraid to dream big, and then commit to working harder than anyone else around you to achieve them. If you carry that combination of humility, curiosity, and determination, you’ll not only find your place in beauty retail, but you’ll thrive as a leader.

5. As someone with a fascinating and non-linear career journey, what lessons from your earlier roles have shaped your leadership style as CEO of one of the most recognized beauty retailers in the U.S.?

My career journey has been anything but linear, and I think that’s what has shaped me the most. The truth is, no path is flawless, you will encounter bumps in the road, and challenges are inevitable. What really matters is how you respond to those challenges, whether you choose to learn from them, grow through them, and allow them to make you stronger. Those experiences ultimately position you to stand out and succeed in the long run. And one lesson I hold close is to never let anyone tell you what you cannot accomplish. Instead, focus on what’s possible, keep your eyes forward, and always set your goals high.