Ulta Beauty has positioned itself as an industry leader by merging in-store and digital experiences for a seamless, personalized customer experience. In this episode of Technovation, Peter High speaks with Ulta Beauty’s Chief Technology and Information Officer Mike Maresca on the company’s digital transformation, cloud expansion, and omni-centric strategy. Mike shares insights on how Ulta’s GlamLab enables virtual try-ons and how data and AI drive hyper-personalization for Ulta’s 44 million loyalty members.

Highlights include:

• Digital Transformation and Omni-Centric Strategy: Mike shares how Ulta Beauty is investing in multi-cloud infrastructure and agile development to build a connected experience across online and in-store channels.


• Hyper-Personalization Through Data and AI: Ulta’s approach to creating personalized customer experiences leverages a modern data platform, enabling customized product recommendations, loyalty rewards, and shopping experiences.


• GlamLab and Virtual Try-Ons: Using augmented reality, Ulta’s GlamLab allows customers to try on products virtually, blending digital convenience with a tactile shopping experience.


• Talent and Agile Innovation: Mike emphasizes the importance of fostering a learning culture through Ulta University and empowering fusion teams that bring business, product, and IT closer together.


• Expansion into Mexico: Announcing Ulta Beauty’s international expansion into Mexico in 2025, Mike provides a glimpse into the company’s future growth strategy.


• Automation and Supply Chain Efficiency: Through robotic automation in distribution centers, Ulta is optimizing fulfillment accuracy and scaling to meet seasonal demand, enhancing overall operational efficiency.