Beauty and personal care
10 Ulta Beauty merchandising leaders
These ten current and former Ulta Beauty merchandising leaders have held chief merchandising and digital officer, senior vice president, vice president and divisional merchandise manager roles at the company. A reader can learn how merchandising leaders work at Ulta Beauty from people who have held the role.
Professionals to explore
01—10Alison Kohlenstein
LinkedInExperience: Vice President, Merchandising Private Label · Ulta Beauty
Vice President, Merchandising Private Label at Ulta Beauty from May 2021, a role their profile lists as current while the headline describes them as a former VP, Own Brands at Ulta Beauty. Before Ulta Beauty, Alison Kohlenstein was Executive Vice President at WWP Beauty (2019–2020) and President (2015–2019) and Senior Vice President Of Product Development (2013–2015) at Cosmetic Design Group.
Barbara Reeve
LinkedInExperience: VP Merchandising, Pricing · Ulta Beauty
Former VP Merchandising, Pricing at Ulta Beauty (2007–2014), a role their profile lists at the president or vice president level. Before Ulta Beauty, Barbara Reeve was VP Merchandising at Sears, Roebuck and Co. (2001–2007), and they also list a DVP Finance role at Kmart (2001–2003).
Blythe Fallon
LinkedInExperience: DMM (Divisional) Merchandising - Prestige Cosmetics · Ulta Beauty
DMM (Divisional) Merchandising - Prestige Cosmetics at Ulta Beauty since November 2025. At Ulta Beauty, Blythe Fallon was also Sr. Director, Merchandising - Strategic Initiatives (Ulta Beauty International) (2024–2025), Director, Merchandising - Strategic Initiatives (Ulta Beauty at Target) (2023–2024) and Sr. Buyer, Prestige Skincare (2018–2022).
Julie Tomasi
LinkedInExperience: Senior Vice President Merchandising · Ulta Beauty
Former Senior Vice President Merchandising at Ulta Beauty (2015–2018). At Ulta Beauty, Julie Tomasi was also Vice President Merchandising, Professional Hair and Nail, Accessories and Personal Care Appliances (2011–2015) and Vice President Merchandise Operations (2010–2011). Before Ulta Beauty they were Vice President Merchandise Manager at Mervyns (2005–2008).
Kaitlin Rinehart
LinkedInExperience: Vice President of Merchandising-Cosmetics and Nail · Ulta Beauty
Vice President of Merchandising-Cosmetics and Nail at Ulta Beauty since September 2022. At Ulta Beauty, Kaitlin Rinehart was also Divisional Merchandise Manager for Skincare and Suncare (2020–2022), Prestige Skincare (2019–2020) and Prestige Fragrance (2018–2019), and a Senior Buyer (2017–2018).
Lauren Brindley
LinkedInExperience: Chief Merchandising & Digital Officer - Ulta Beauty · Ulta Beauty
Chief Merchandising & Digital Officer at Ulta Beauty since June 2025, based in Chicago. Before Ulta Beauty, Lauren Brindley was Global Chief Executive Officer & Board Director at Revolution Beauty (2023–2025) and Group Vice President - Beauty and Personal Care at Walgreens (2015–2022). They have also been a Board Member at CEW since 2015.
Linda Suliafu
LinkedInExperience: Divisional Merchandise Manager FRAGRANCE & BATH · Ulta Beauty
Divisional Merchandise Manager, Fragrance & Bath at Ulta Beauty since October 2019, and Vice President Fragrance there since March 2024. Linda Suliafu was earlier a Senior Buyer Prestige Cosmetics at Ulta Beauty (2009–2012), and between those Ulta Beauty roles was a Senior Buyer Beauty at Kohl's (2012–2017) and a Sr Category Manager at Walgreens (2017–2019).
Lisa Tamburello
LinkedInExperience: Vice President, Merchandising - Skincare, Bodycare, Suncare · Ulta Beauty
Vice President, Merchandising - Skincare, Bodycare, Suncare at Ulta Beauty since June 2025, after serving as Vice President of Merchandising - Skincare, Suncare, Bodycare & Wellness there (2024–2025). At Ulta Beauty, Lisa Tamburello was also Divisional Merchandise Manager - Skincare & Suncare (2022–2024), Divisional Merchandise Manager - Hair Care, Color, Personal Care Appliances & Brushes (2021–2022) and Divisional Merchandise Manager - Hair Care & Color (2019–2021).
Penny Coy
LinkedInExperience: Vice President Merchandising, Prestige Skincare and Fragrance · Ulta Beauty
Vice President Merchandising, Prestige Skincare and Fragrance at Ulta Beauty since March 2017, and Vice President, Skincare, Suncare, Fragrance, Bath there since February 2020; their profile headline describes them as Senior Vice President for skincare, suncare, bodycare, haircare and wellness at Ulta Beauty. Penny Coy also lists Divisional Merchandise Manager, Prestige Skincare and Fragrance at Ulta Beauty from 2015 and was a Senior Buyer there (2009–2015).
Sandy Ovington
LinkedInExperience: Vice President Merchandising · Ulta Beauty
Former Vice President Merchandising at Ulta Beauty (2015–2019), a role in which their profile says Sandy Ovington led the strategic direction for a multi-category area and coached a team of 18 merchants. They were also a Divisional Merchandise Manager at Ulta Beauty (2010–2015). Before Ulta Beauty they were Division Vice President, Kmart Footwear (2008–2010) and Divisional Merchandise Manager, Footwear (2006–2008) at Sears.
Choose the right perspective
Match the person's category to your question, since leaders of different categories know different parts of the business best. Check whether their role is current or past and how senior it was, because a single-category view and a whole-division view answer different questions.
Questions to take into the conversation
- 01How is a merchandising team at a large retailer like Ulta Beauty organized across divisions and categories?
- 02What does a merchandising leader at a company like Ulta Beauty spend most of their time on?
- 03How do merchandising leaders work with planning, marketing and store teams on a category?
Reaching Ulta Beauty merchandising leaders
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About this directory
This is a professional research starting point based on business profile data retrieved on . Titles and companies reflect that source snapshot and may describe past or present roles. Check the linked profiles for current details. Inclusion does not imply Instant Expert membership or availability.
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