Over 95% of Ulta Beauty's sales come from its loyalty members, says CMO Kelly Mahoney

Kelly Mahoney became CMO at Ulta Beauty 18 months ago. She spoke to CMO Insider at Cannes Lions 2026 about how the brand is driving greater personalization through its loyalty program.

“Over 95% of all of our sales are coming from our members,” she said. “The trick is how do we leverage that information to power the experiences that become very meaningful to our customers, in a way that resonates with their lives.”

Kelly Mahoney became CMO at Ulta Beauty 18 months ago. She spoke to CMO Insider at Cannes Lions 2026 about how the brand is driving greater personalization through its loyalty program.

“Over 95% of all of our sales are coming from our members,” she said. “The trick is how do we leverage that information to power the experiences that become very meaningful to our customers, in a way that resonates with their lives.”