Ulta Beauty stays ahead of the beauty industry curve by constantly seeking out the most innovative tech available through digital innovation funds, such as Prisma Ventures and investing in AI companies such as LUMM Precision Lash. The retailer is also known for their industry-changing initiatives, such as the MUSE Accelerator Program, which focuses on supporting early-stage BIPOC-owned beauty brands and launching its own media network to drive consumer sales and engagement.