Ulta Beauty’s CEO is centering diversity in its business strategy as it looks to gain a competitive edge

It’s not easy to succeed one of your industry’s most successful CEOs. But David Kimbell, Ulta Beauty‘s chief executive, has a roadmap to build on his predecessor’s transformation, which has taken the chain from a mid-sized retailer to dominant national behemoth in just a few years. His lengthy list of to-dos includes an expansion into new functions, like ad sales, and new demographic markets as beauty consumers change how they shop. At the core of his plan, however, is diversity.

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