All Things Beauty, Across All Channels

The Ulta Beauty Story

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.

Video Highlights

  • 2:47 - Our Vision

  • 6:48 - Architecture

  • 11:38 - Design System

  • 14:45 - Q&A