She walks us through the early decisions, the pressure of iOS development, and why understanding the install base mattered more than anything. Most customers were on iPhones, so iOS development became the first big push, even as the team expanded to Android app development in parallel to keep every shopper included.
It’s a story about instinct, risk, and the kind of retail innovation that only makes sense in hindsight. The native mobile app choice changed everything, and the lessons from that early iOS development journey still echo across retail today.
Watch the full episode to watch Michelle's complete masterclass in digital transformation from her experiences at Ulta!
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from *The Retail Razor: Retail Transformers* #podcast
*S2:E1 From $125M to $2B: The Retail Transformation Strategy That Changed Beauty*
*Released on January 29, 2026*
*Chapters:*
00:00 Introduction to Mobile Web and Native Apps
00:18 Prioritizing iOS and Android Development
01:09 Strategy and Implementation
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