Ulta Beauty is now the largest beauty retailer in the United States, carrying more than 25,000 products from 500 established and emerging beauty brands, including Ulta Beauty’s own private label. Despite many traditional retailers being faced with fierce competition, razor-thin margins, and declining sales, Ulta Beauty is still setting trends and producing fresh takes on what it means to be a beauty purveyor. Today, the company is trying on new digital offerings and cloud-enabled tools to deliver a vast array of personalized experiences and transform how shoppers buy and discover beauty yet again. On this episode, we continue our transformation series with Prama Bhatt, Ulta Beauty’s chief digital officer, to discuss the work her team is doing, and how they think through different perspectives and lenses to drive innovation.