All things beauty, across all channels

The Ulta Beauty story.

Key Highlights

  • Ulta’s vision for their digital future
  • How Ulta have looked to change not only their customer experiences but their own enterprise through the digital transformation
  • How Amplience has helped
  • Ulta’s redesigned ways of working and content modeling

Big beauty brand. Big digital transformation.

With over 1,250 stores across 50 states in America, Ulta Beauty pride themselves on being “all things beauty, all in one place.” But that place also now includes online, and an array of digital channels, so their digital transformation needed to not only change the architecture but change the way they worked so they could build and power next generation customer experiences.

Michelle Pacynski, VP, Digital Innovation, and Jaff Hamm, VP, Digital Experiences & Operations at Ulta, talked through their transformation, from architecture and design to content modeling, and discussed how Amplience has been crucial in helping along the way.


  • 2:47 - Our Vision
  • 6:48 - Architecture
  • 11:38 - Design System
  • 14:45 - Q&A