According to WWD, Prama Bhatt, the chief digital officer of Ulta Beauty, has bid farewell to the renowned beauty retailer. Bhatt, who joined the company in 2014 following successful stints at Kenneth Cole and Toys R Us, has left without providing any comments at the time of the press release.
Ulta Beauty’s spokesperson acknowledged Bhatt’s departure and expressed appreciation for her leadership and vision, which played a significant role in the growth of their e-commerce business and the development of a seamless digital experience. The company expressed deep respect and gratitude for Bhatt’s contributions.
Rather than filling the vacant position, Ulta Beauty has decided to integrate its digital team into other teams within the organization, aiming to further accelerate their work. This strategic transition comes at a time when Ulta’s digital business has experienced substantial growth. During the third quarter of 2023, Ulta’s CEO, Dave Kimbell, reported approximately 10 percent growth in comparable sales through digital channels. In contrast, physical stores saw low-single-digit growth.
Kimbell also highlighted Ulta’s success in gaining market share in prestige beauty through digital channels. However, he emphasized that customers are seamlessly shifting between physical and digital channels, prompting the company to invest in enhancing the overall guest experience across all touchpoints.
During the earnings call, Ulta Beauty announced the departure of its longtime chief financial officer, Scott Settersten, who will be succeeded by Paula Oyibo.
