Ulta Beauty brings PacSun CEO to its Board

Liam Brooks 08/20/2026

Bringing Retail Expertise to the Beauty Boardroom: Ulta Beauty Appoints PacSun CEO to Board

In a strategic move designed to accelerate growth and innovation, Ulta Beauty has expanded its leadership by appointing Brieane Olson, the CEO of PacSun, to its Board of Directors. This appointment signals a commitment to integrating deep specialty retail knowledge directly into the core strategy of the beauty giant.

Effective August 31, 2026, Olson will bring more than two decades of experience navigating the complexities of specialty retail, brand development, and omnichannel commerce to the Ulta Beauty leadership team. Her background positions her perfectly to guide the company through its next phase of transformation.

Olson’s history with PacSun is extensive, spanning nearly two decades where she held critical executive roles, including President, Chief Brand Officer, and Chief Merchandising Officer. This tenure provided her with hands-on expertise in driving growth and managing diverse consumer retail businesses.

The addition of Olson is not just about adding a name; it’s about bolstering the board with expertise in merchandising, brand building, and the intricacies of omnichannel development. This deep retail knowledge is crucial as Ulta Beauty executes its ambitious Ulta Beauty Unleashed strategy.

The move also reflects a desire to engage with younger consumer trends. Olson’s experience in evolving major retail brands and understanding the shift in consumer behavior can provide vital strategic insight as the beauty retail landscape continues to intensify its competition.

This strategic reshuffle also involves a change in the board composition. As Olson joins the board, Kelly G. Garcia, who has transitioned into the role of Ulta Beauty’s Chief Technology Officer, will vacate a seat, leaving the board with ten members.

The appointment underscores Ulta Beauty’s focus on harnessing proven retail mastery to ensure that its vision for the future of beauty retail is executed with both commercial acumen and strategic foresight.