While in Singapore for NRF APAC 2025, Paula Macaggi sits down with Josh Friedman, SVP of Digital & E-commerce at Ulta Beauty, to explore how the iconic beauty retailer is blending personalization, AI, and omnichannel innovation to shape the future of shopping. From the Shop My Store feature and 45 million–strong loyalty program to a thriving online community and an upcoming curated marketplace, Josh shares how Ulta is creating seamless, relevant, and inspiring experiences that connect customers online and in-store.
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