ULTA CASE STUDY — PEKELA RILEY

Project 1: Ulta

Abstract

In 2018 I became the first appointed Diverse Strategist, for the ULTA Beauty enterprise, formalizing the internal governance of DE&I accountability. As a key group member, I was tasked to lead the diversity, equity, and inclusion workstreams, data collection, and recruited DEI resources, to develop ULTA Beauty’s Texture Education.

MY OBJECTIVE

My objective was to attract diverse hairstylists to work at ULTA beauty, and increase texture technical skillset within the organization; to boost texture salon services and retail product sales.

The Challenge

The primary challenge that I faced was the lack of diversity in leadership roles, and inclusion at times was topical. At the time, ULTA had a reputation for centering its service to white consumers and, sadly, even profiling people of color in stores. My focus was to shed this Reputation, perception, and unpleasant experience for diverse customers and create a multicultural shopping strategy, experience, and assortment. I was the “first and only” in many hard conversations that created a shift and, ultimately, a positive, inclusive impact.

The Solutions

I overcame this challenge by addressing the issue with empathy, honesty, and facts. My approach was to integrate tangible solutions that were immediately actionable. My cultural competence was key to a number of crucial business pivots and brand assortment Expansions. At the helm, I advised on everything from consumer messaging, educational approach, and marketing visuals.

The Results

As a result of my work with ULTA Beauty, the organization implemented a new education methodology, doubled the number of black-owned retail brands in store, and enacted the Inclusion of Action program to reinforce inclusivity and address the unconscious bias of employees.

45%

Increased Texture Services

2021

Fifteen Percent Pledge

2021

Inclusion in Action Program

Project 1: Ulta

Summary

Enriched every ULTA Beauty Salon with multicultural managing and training, increased texture salon services by 45%.

Created & Increased the number of textured hair education training to upskill the stylists of ULTA Beauty salons nationwide.

In 2021, ULTA Beauty proudly joined the Fifteen Percent Pledge and doubled the number of Black-owned brands in stores with an unparalleled assortment of the product range.

In 2021, ULTA Beauty launched the Inclusion in Action program, a mandatory quarterly training to reinforce inclusivity and address the unconscious bias of staff across the organization —distribution centers, corporate associates, and salons and stores.

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