Former Revolution Beauty CEO brings deep retail and beauty expertise as Ulta revamps strategy under new leadership
Ulta Beauty has appointed Lauren Brindley as its new chief merchandising and digital officer, effective June 3. The industry veteran and former CEO of Revolution Beauty will lead the brand’s merchandising, e-commerce, wellness, and marketplace initiatives, taking over from longtime executive Monica Arnaudo, who announced her retirement last November.
Brindley brings more than two decades of experience in global beauty and retail, having previously held senior leadership positions at Walgreens and Boots UK. Her appointment marks another strategic move by Ulta Beauty president and CEO Kecia Steelman, who stepped into the top job in January and has been swiftly reshaping the company’s executive bench.
“I am truly honored to join Ulta Beauty and build upon the company’s exceptional legacy of innovation and impact,” said Brindley. “As a long-time admirer of the brand, I’m thrilled to step into this role and work alongside an incredible leadership team to help shape the next chapter of growth and continue to elevate the beauty experience for guests and partners alike.”
In her expanded role, Brindley will oversee Ulta’s product assortment, brand partnerships, and merchandising strategy, while also assuming responsibility for digital functions—an area previously overseen by the chief marketing officer. Her appointment follows the recent hiring of Kelly Mahoney as chief marketing officer, part of a broader C-suite evolution under Steelman’s leadership.
“Her strategic mindset, deep industry expertise and passion for beauty give me great confidence as we shape Ulta Beauty’s next chapter of growth,” said Steelman. “With Lauren at the helm of our merchandising and digital strategies, we will continue building on our commitment to cultivate a world-class assortment and foster meaningful relationships with our brand partners, while inspiring new and exciting possibilities.”
Brindley joins the company at a critical inflection point. In 2024, Ulta saw a dip in market share for the first time, with fourth-quarter net sales down 1.9% to $3.5 billion. Earlier this year, the company also issued earnings guidance for 2025 that fell below analyst expectations.
In response, Steelman unveiled a renewed strategy dubbed Ulta Beauty Unleashed, aimed at sharpening the retailer’s competitive edge against Amazon and Sephora. The plan includes securing more exclusive brand partnerships, enhancing digital capabilities, streamlining operations, and expanding internationally. Ulta is set to open in Mexico later this year, followed by its first entry into the Middle East.
As Ulta leans into a refreshed vision for growth, Brindley’s leadership will be key to shaping the brand’s next era of innovation in both physical retail and digital commerce.