Ulta Beauty serves multicultural audiences by facilitating self-expression

Ulta Beauty, the retailer, has put diversity at the heart of its strategy, and made sure that it is focused on multicultural consumers across its operations.

Ulta Beauty – a retailer that operates 1,200 stores across the United States – identified a powerful contradiction at the heart of its category.

Beauty is “so personal to people” that it becomes a truly individualistic mode of self-expression, Karla Davis,...