During an interview at the 2026 CommerceNext Growth Show last month in New York City, Josh Friedman, senior vice president of e-commerce and digital at Ulta Beauty, shared the company's strategic focus on omnichannel engagement and personalization. Highlighting the evolving role of digital experiences in Ulta's customers' journeys, Friedman explains how shoppers are using both digital and in-store channels simultaneously. "They're not only interchangeable, they're actually linked," he says. "Our job is to get that ubiquitous one-plus-one-equals-three moment."

Ulta Beauty boasts an industry-leading loyalty program, which is linked to 95 percent of transactions across the business. That rich loyalty data empowers the retailer to tailor personalized shopping experiences for its customers. Friedman also emphasized the role of physical stores in the digital customer journey, noting that Gen Alpha are "craving more than ever an in-store experience."

By integrating digital with in-store experiences, and exploring social platforms like TikTok, Ulta Beauty continues to blend content and commerce, ensuring it is "wherever our guest is." Friedman concluded the conversation by sharing a look ahead into Ulta's investments to continue to enhance its omnichannel customer experience.