Episode Details
Back to EpisodesBehind the Velvet Rope: Inside Ulta's Invite Only
Description
In this episode of Coffee N°5, Lara Schmoisman chats with Laura Beres, a pioneering buyer for Ulta Beauty’s new wellness category. Laura dives into how wellness is transforming beauty retail, sharing insights on what it really takes to build, market, and scale a brand within one of the world's largest beauty retailers. From breaking into new product categories to aligning with retail standards, this conversation uncovers the strategies behind connecting with modern consumers through clinical evidence, brand longevity, and strategic retail partnerships.
• Key Topics Covered:
Ulta’s entry into wellness and how holistic self-care is transforming traditional retail.
Criteria for brand selection: differentiation, alignment, and long-term partnership strategy.
The role of clinical evidence and science in building trust and consumer safety.
Marketplace dynamics and online strategies for sustained brand growth.
Consumer trends across generations and the evolving concept of longevity in health and beauty.
• About Laura Beres:
Laura Beres is a leading buyer at Ulta Beauty, playing a pivotal role in shaping and expanding the retailer's dedicated wellness category. With deep expertise in brand acquisition, retail strategy, and consumer behavior, Laura works at the intersection of beauty, health, and science. She is instrumental in identifying innovative brands, navigating marketplace dynamics, and helping emerging products scale successfully within major retail environments.
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