President and CEO of the biggest beauty retailer in the US, Kecia Steelman, built her mark from the ground up. From humble beginnings to leading a $30 billion retail powerhouse, she headlines Ulta Beauty‘s 1500 outlets nationwide. Speaking to Fortune, Steelman shared that she grew up ‘poor, hungry and determined,’ and started her journey in retail as a salesperson at Target.
Climbing through the rungs, where she earned $8 an hour, she recently ended a 600-store deal with Target stores that carried Ulta Beauty. Her teenage pregnancy made her enter the job force early, but it only fostered resilience, paving the way for a young entrepreneur’s journey ahead.
Who is Kecia Steelman?
Growing up in Mediapolis, Iowa, Steelman began her retail career at Target in 1993. Coming from a farming community, Steelman told Fortune, “We were poor to middle-class, my friends were the same.” She then noted that being humble and grounded is what fueled her journey. She shared a childhood anecdote and said, “I made my own store in the basement. So, I started as a retail entrepreneur very early in my career at 6 years old. Retail was in my blood from early on,” referring to how her mother started her own business in a small town.
She then revealed that Target got her $8 an hour as the Men’s and Ready-to-Wear team leader. Steadily making her 12-year tenure, it became a pivotal job title forming her career. She likes to say that she has a ‘PhD in life’ and values education and the zeal to do more for those she hires. However, with a 91% female-led workforce, she does not expect her employees to prove themselves by overworking.
In the early 2000s, Steelman went on to hold senior roles in new store innovations and Expo Design Centre at Home Depot. In 2009, she became Vice President at Family Dollar before joining Ulta Beauty. 2014 became a turning point in her career as she entered as Senior Vice President, Store Operations. She quickly ascended to Chief Store Operations Officer, COO, President, and assumed the post of CEO in January 2025.
Steelman has provided a huge boost to digital sales and championed the inclusive beauty needs, and brought in value-driven leadership to Ulta.
