Ulta Beauty chief retail officer Amiee Bayer-Thomas gives Glossy an insider’s look into its growing brick-and-mortar events program, including this month’s first Ulta Beauty World consumer event and an additional 20,000 in-store events planned for the year.
The men’s personal care and grooming categories are booming, driven by cultural changes, new product offerings, and an uptick in celebrity- and influencer-driven partnerships.