How does Ulta Beauty continue to redefine what it means to be a modern retailer? In this fireside chat, CMO Kelly Mahoney explores how Ulta Beauty is evolving its brand purpose through the power of creativity, data and AI-driven personalization. From redefining how guests discover beauty across in-store and digital touchpoints to activating cultural moments on platforms like TikTok, learn how Ulta Beauty is modernizing its marketing, scaling meaningful connection, and championing self-expression in a rapidly shifting beauty landscape.