Amiee Bayer-Thomas is “Pretty Empowered”
Amiee Bayer-Thomas has been working with Ulta Beauty for over eight years, and is was named the Chief Operations Officer for the beauty industry titan in March. She’s an impressive leader, and one dedicated to the continual improvement of the company, as she also oversees their efforts on this front, in addition to loss prevention. When she’s not focused on Ulta Beauty, she works to spread the love and improvement to other areas, mentoring young professionals and founding the Pretty Empowered event at eight YWCA locations nationwide. Bayer-Thomas took some time out of her busy schedule to talk with us about her career trajectory, the beauty industry, and her experience in a mentorship role.
Photography by Mark J Doddato
Were you always interested in beauty and fashion? What was it that drew you to them respectively?
I grew up in a small, rural town of 700 people in the Midwest, and my dad used to always say I was a big city girl living in a small town. I was always fascinated with beauty and fashion and would scour magazines for tips and tricks. One of my favorite Christmases was when I was nine and I got a pair of knee-high fashion boots from Santa. I wore those boots everywhere! Growing up, my family didn’t have a lot, so I started working a paper route when I was nine and progressively took on more jobs – eventually working three jobs every summer – to pay for the latest jeans, makeup and hair services. I loved beauty and fashion from an early age not because I saw it as a way to fit in, but because I saw it as a way to express my individuality and be different. I carry that passion with me to this day and I’m blessed to be working in my dream job in the beauty industry… and I still love rocking a great pair of knee-high boots.
You’ve been working at Ulta Beauty for a good chunk of time now; what has been your favorite part?
I’ve spent more than eight years at Ulta Beauty, and what I cherish most is seeing the meaningful impact beauty has on people’s lives every day. Beauty empowers self-expression, influences emotional well-being, and sparks creativity and imagination—it’s truly transformative.
As the largest beauty retailer in the U.S., with a workforce that’s more than 90% women, Ulta Beauty has a unique responsibility and privilege to shape how women, especially young women, experience beauty. We see beauty as much more than outward appearance—it’s deeply tied to holistic health, encompassing mental, emotional, and physical well-being.
I’m particularly proud of the impact we’re making through the Ulta Beauty Charitable Foundation, which has donated over $61 million since 2016 to support women and families. Partnering with organizations like the Breast Cancer Research Foundation, Big Brothers Big Sisters, and YWCA, we’re helping to build confidence, improve physical health, and foster a sense of belonging for women and teens. It’s incredibly rewarding to see how these efforts positively influence lives, reinforcing the deeper purpose behind everything we do at Ulta Beauty.
In your eyes, what sets Ulta apart from other stores of its kind?
What sets Ulta Beauty apart is our unique business model and the way we’ve reimagined the beauty shopping experience. For over 30 years, we’ve brought together All Things Beauty, All in One Place®, making it easier for guests to explore, experiment, and discover what works for them. Whether it’s cosmetics, skincare, haircare, wellness, or salon services, we offer around 25,000 products at a range of price points, ensuring beauty is accessible to all.
But it’s not just about the products—it’s about the community we have built with beauty enthusiasts. With 44 million active loyalty members and a vibrant network of beauty lovers, Ulta Beauty creates a joyful, engaging way to experience beauty across 1,400+ stores, online, and Ulta Beauty at Target locations. We also deliver unique experiences through in-store events and interactive digital touchpoints. No one understands beauty—or beauty enthusiasts—like Ulta Beauty. We are the ultimate destination for beauty lovers, creating connections that last a lifetime.
Ulta’s vision is to be the most loved beauty destination of its guests; what do you personally do in your role to make this vision a reality?
As Chief Store Operations Officer, I lead our 1,400+ store teams and over 50,000 associates across the country, all focused on delivering Ulta Beauty’s vision of being the most loved beauty destination for our guests. My focus is on creating seamless and immersive experiences that inspire beauty discovery and meet guests wherever they are—whether in-store, online, or through Ulta Beauty at Target.
We’ve built a powerful omnichannel ecosystem that blends the physical and digital worlds, making it effortless for guests to engage with us across touchpoints. To take this even further, we’re investing in initiatives like accelerating store openings, with plans to add approximately 200 new stores in the next three years, and we’re empowering our associates and stylists with ongoing training and development.
Over the past few years, we’ve also transformed key areas of our business, including our supply chain, store technology, and digital infrastructure, to enhance the guest experience. Each of these efforts is designed to ensure every guest interaction feels seamless, personalized, and inspiring – helping us bring our vision to life every day.
You have held a variety of impressive leadership positions; what’s the biggest lesson you have learned from your career trajectory thus far?
Reflecting on my 30+ year career, two pivotal lessons stand out in shaping the leader I am today. The first came early in my journey as a leader of leaders: I realized leadership isn’t about me. Letting go of how things impact me personally and instead focusing on how they affect my team and those around me has been transformative. Leadership is about empowering others to succeed.
The second lesson is the value of mistakes. Everyone makes them—it’s inevitable. What defines you as a leader isn’t the mistake itself but how you handle it. Owning the error, learning from it, and using it to grow has consistently made me stronger, both personally and professionally. These lessons continue to guide me every day.
Amiee on stage – CPG Agency
What choice, position, or strategy early in your career made the biggest impact on where you are now?
Early in my career as an officer, I experienced a moment that profoundly shaped my approach to leadership and self-advocacy. I was passed over for a promotion, and when I sought feedback, I was told the decision was based on the other candidate’s tenure rather than my accomplishments or experience.
Frustrated, I turned to my mentor—a trailblazing woman in a senior role—who asked me a simple but pivotal question: “Did you ask for the promotion?” I replied that I believed my work should speak for itself, but she shared a game-changing piece of advice: “Don’t ask, don’t get.” She explained that men often advocate for what they want, while women frequently assume their hard work will be recognized and rewarded. That conversation taught me the power of advocating for myself and made me realize that opportunities don’t always come unprompted—you have to actively pursue them.
This lesson has stayed with me throughout my career, reminding me to lead with intention, encourage others to find their voices, and create opportunities for those who might otherwise go overlooked.
What does it mean to you to be a woman in leadership?
To me, being a woman in leadership is about paving the way for others, much like the trailblazers who have inspired me. Women like Estée Lauder, who turned four products and an unshakable vision into a billion-dollar empire, breaking through boundaries and glass ceilings along the way. Her legacy is a reminder of the power of determination, innovation, and creating opportunities for others to follow. Leadership, for me, is about embodying that same spirit—breaking barriers, lifting others, and creating opportunities for the next generation.
Has having a daughter changed the way you view or interact with the beauty industry?
Having a daughter has deepened my perspective on the beauty industry and its role in fostering confidence, self-expression, and well-being. I’m passionate about creating a joyful, supportive community where beauty serves as a force for good for all.
Today’s younger generations view beauty as self-care and wellness, with parents playing a key role in shaping these perceptions. In fact, our “Generation Joy” report found that 70% of parents see beauty as a way to bond with their children—a connection I’ve experienced personally.
At Ulta Beauty, we’re dedicated to providing a safe space for guests of all ages to explore products and build healthy beauty habits. Through in-store and online resources, we offer dermatologist-recommended options and products designed for younger skin. For me, it’s about empowering the next generation to embrace confidence, authenticity, and self-expression through beauty.
What do you hope for young girls and women growing up with the influence from these industries today?
I hope that young girls and women growing up today feel empowered to embrace their authentic selves, knowing that their voices, perspectives, and individuality are valued. The beauty retail industry has the potential to create spaces where women can thrive, build confidence, and express their unique identities.
I’m proud to work for a company that exemplifies this commitment, with 65% of women in leadership roles and an executive team and Board of Directors that are 70% and 55% women, respectively. This diversity in leadership not only drives better business performance but also fosters a more inclusive and supportive workplace culture. I hope that as these young girls and women step into the world, they are inspired by these diverse role models and feel encouraged to pursue their dreams, knowing that leadership is within their reach.
Amiee and Ava - Christy Tyler Photography
How is your work/life balance? What do you do to ensure that you have time for not only your professional life, but your personal goals and priorities?
My life changed when I stopped thinking about it as “work/life balance” and instead start thinking about it as “work/life integration.” The notion of balance always felt like an impossible thing to achieve and, on any given day, I felt like I was failing on one side of the scale – personally or professionally. The concept of integration allows me to be intentional with my time and prioritize based on what is happening and when. My days are not conventional, so letting go of the societal expectation that work is 8am – 5pm and family time is evenings and weekends, really helped me to operate with the mindset that my day-to-day can look different… and that’s ok. I plan my time with purpose and ensure I’m present for the most meaningful moments at work and at home. It’s not perfect, and you need to learn to give yourself grace along the way, but it works perfectly for me. And for the first time in my life, I have “balance”.
Is there anything specific that inspired you to take on a role in mentoring young professionals?
Looking back on my own career journey, I’m deeply grateful for the mentors who empowered and inspired me, and I’m committed to paying that forward. Mentoring plays a crucial role in helping young professionals, especially women, build confidence and recognize their worth early on.
I’m honored to serve on the board of the YWCA of Metropolitan Chicago, an organization dedicated to eliminating racism, empowering women, and promoting dignity for all. Through my work with YWCA and my passion for mentoring, we created an annual event called Pretty Empowered. This event engages young girls in sessions focused on STEM fields, leadership development, career exploration, and wellness. I’ve seen firsthand how helping young women gain the confidence and skills they need can inspire them to believe in their potential and pursue higher-level roles. This year, we expanded Pretty Empowered from four cities to eight, with plans to continue growing its impact.
Did you have your own mentor that aided you in your career, or someone you looked up to for professional guidance?
Throughout my career, I’ve been fortunate to have a circle of trusted individuals I rely on for guidance and support. I believe in the concept of “know your five” – the people in your life who truly know you and are your most trusted confidants. These five can evolve over time, and they may include friends, family, mentors, or colleagues. They’re the ones you can turn to at any moment, whether you need a dose of tough love, words of encouragement, or a sounding board to work through a challenge. I’ve been lucky to have my own “five,” and they’ve been instrumental in helping me navigate my career and life. Their support has made all the difference.
What is your favorite piece of advice to give?
My favorite piece of advice to give is to never underestimate the power of breaking barriers. I was completely swept up in the “Caitlin Clark effect” when I saw that, for the first time in history, the 2023 women’s NCAA basketball title game drew more viewers than the men’s. If I could show that headline to my younger self – an academic and sports-obsessed girl growing up in a small town in the Midwest – it would remind her that women’s sports, just like any industry, can be just as thrilling, competitive, and marketable as men’s. Women can and will break through in industries where they’ve historically been undervalued. Keep pushing and believing in the possibilities.
Is there one specific experience or situation during your time working with the community that stands out to you as especially rewarding?
The most rewarding experience working with the community has been my involvement with YWCA – specifically my role in creating and shaping the annual Pretty Empowered event. While I find joy in every community interaction I have, Pretty Empowered is my passion and was born from my deep desire to invest in young girls in their most impressionable years, when they tend to drop out of sports, clubs, activities because of fear, doubt and insecurity. I wanted to help them know that they are worthy and enough, that they can do anything and be anything and that the possibilities are truly endless. I’m proud to say that this year, the Pretty Empowered event expanded from four to eight YWCA locations across the country, reaching an estimated 800 girls with life-changing resources and experiences.
What qualities do you believe are most integral for young people looking to succeed as leaders in today’s world?
To succeed as leaders in today’s world, young people must embrace the idea that career paths are no longer linear. Rather than focusing on one straight ladder, it’s about creating a lattice. It’s about mastering transferable skills, gaining diverse experiences, and becoming well-versed in multiple areas. This approach opens up more opportunities, provides a greater chance to make an impact, and adds value in countless ways.
At the same time, it’s important to build a network of advocates—leaders who speak on your behalf when you’re not in the room. That’s a game-changer for emerging leaders. Equally important is self advocacy. Don’t wait for opportunities to come to you—be bold, go after what you want, and don’t be afraid to make mistakes along the way. Stay curious, take risks, and always be willing to learn and reach beyond the obvious. That’s where growth happens.
Interview by Logan Dutra, Contributor, PhotoBook Magazine
Tearsheets by Robin Chou, Graphic Design Intern, PhotoBook Magazine
RELATED STORIES
