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Ulta was founded by Richard E. George, the former president of Osco Drug, Inc., and Terry Hanson. George left Osco in 1989 to develop a business plan for a retailer that would offer beauty products at different price levels. Other Osco executives joined George and Hanson in the business and raised $11.5 million in venture capital. Founded in 1990, the company was initially called Ulta3 to suggest a third option for consumers to purchase beauty products, beyond a drugstore or department store. Upon its launch, the brand opened five brick and mortar locations in the suburbs of Chicago. The name Ulta3 came from the idea to sell multiple types of beauty products in the same store. The first of the locations opened at High Point Centre in Lombard, Illinois in early October 1990. The name was changed from Ulta3 to Ulta at the end of 1999.
On October 25, 2007, the company became publicly traded on the NASDAQ.
In 2008, Ulta also opened a second distribution center in Phoenix, Arizona.
In 2020, before the COVID-19 pandemic there were 44,000 employees. By 2021, Ulta employed approximately 37,000 people. In 2024, company employment rose to 58,000 employees.
Corporate governance
George left Ulta in 1995, and Hanson became the company's chief executive officer (CEO). In December 1999, Lyn Kirby became the president and CEO and Charles "Rick" Weber became senior executive vice president, chief operating officer (COO) and Chief Financial Officer (CFO).
In 2010, Carl "Chuck" Rubin was appointed as chief operating officer, president, and as a member of the board of directors.
On June 24, 2013, it was announced that Mary Dillon would be appointed as CEO and a member of the board of directors, effective July 1, 2013. Dillon was previously the chief of U.S. Cellular and a senior executive at McDonald's and PepsiCo.
On January 6, 2025, Dave Kimbell announced his retirement as CEO of Ulta Beauty effective immediately. Dave Kimbell was succeeded as CEO by Kecia Steelman, who was previously the company’s chief operating officer. The same month, Amiee Bayer-Thomas was named chief retail officer.
In June of the same year, Chris Lialios was appointed as chief financial officer (CFO). Also in June 2025, Lauren Brindley was named chief merchandising and digital officer.