Ulta Strategies

Ulta Strategies: How Ulta is tapping in-store associates for content creation with new ‘Ulta Beauties’ internal ambassador program

By Lexy Lebsack

May 19, 2025

Ulta Beauty exec Stacy Coblentz gives Glossy an insider’s look into the retailer’s "Ulta Beauties" associate ambassador program. Made up of 28 in-store associates and two corporate staffers, the group illustrates Ulta’s bottom-up approach to understanding consumer needs and behaviors while tapping into a growing number of content creators already working in its brick-and-mortar stores. “We knew we had an untapped superpower with our [store] associates,” said Coblentz. “They know what's happening before we do.”