The Beauty of Relevance: Getting Personal with Josh Friedman, Ulta's SVP Digital & eCommerce

In this episode of the Remarkable Retail podcast, hosts Michael LeBlanc and Steve Dennis begin by dissecting the week's most important retail news, highlighting the Trump administration's UK trade deal. They discuss the more consequential negotiations with China befor examining how Chinese e-commerce giants Temu and Shein are experiencing sales drops of 17% and 23% respectively after implementing pricing changes.

April's surprising 7% jump in US core retail sales indicates consumers are pulling forward purchases ahead of expected tariff impacts. The hosts discusss positive earnings news from Tapestry (Coach's parent company), which increased profit guidance despite economic uncertainty, and Warby Parker, which delivered its first profitable quarter in its history. They conclude the news segment with Skechers' unexpected $9 billion acquisition by private equity firm 3G Capital, noting that the footwear giant operates in 180 countries with 5,300 stores.

The interview segment features Josh Friedman, Senior Vice President of Digital and E-commerce at Ulta Beauty. Friedman brings extensive experience from previous roles at Dell, JCPenney, and Neiman Marcus. He discusses Ulta's 35-year journey and upcoming expansion into Mexico and the Middle East, emphasizing their mission to be "all things beauty, all in one place."

When asked about Ulta's success factors, Friedman points to three key elements: comprehensive brand assortment, their powerful loyalty program with 44 million members, and Ulta's collaborative company culture. Personalization is a major focus for Ulta, built on their loyalty program foundation. Friedman explains how Ulta leverages search and virtual try-on technology to help deliver relevant customer experiences.

Under new CEO Kecia Steelman Ulta is recalibrating its structure and focus. Friedman shares details about their upcoming curated marketplace launch, emphasizing it will be invitation-only and focused on carefully selected beauty and wellness brands that complement their existing offerings. The marketplace will allow Ulta to test new products and extend into additional categories while maintaining quality control.

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About Us

Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling author of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.

Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the NRF as a global Top Retail Voice for 2025 and 2025 and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.