Ulta Beauty, Tarte and Beekman 1802 Deploy AI Across Workflows

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6.11.2026

Quick Facts

Tarte reports AI integration cuts weeks of work time across all teams and workflows
Ulta Beauty launched partnership with Google for Gemini-powered shopping experiences
Beekman 1802 built AI agent ‘Zoe’ to source creators and draft personalized outreach

Beauty executives shared specific AI implementation strategies at Glossy’s E-Commerce Summit in Miami Beach, revealing how artificial intelligence has transformed daily operations at their companies.

Tarte has integrated AI across every department. Jenna Manula Linares told her team: “If it takes you longer than 15 minutes to do something, there’s a faster way, and you should learn and try to figure it out via AI.”

The cosmetics brand holds weekly 15-minute meetings where teams share AI usage results. “And that has cut down on weeks, if not months, of work, depending on what the actual activation is,” Linares said.

Ulta Beauty launched a major partnership with Google, introducing Gemini-enabled shopping experiences. The retailer’s new Ulta AI shopping assistant leverages insights from 46 million loyalty members to provide personalized guidance.

The beauty giant also rolled out GLAMlab Hair Try-On tool powered by Nvidia’s StyleGAN2 technology. The virtual tool generates hair transformations in five seconds, with subsequent styles loading in one second. Thousands of users try the tool daily.

Beekman 1802 built an AI agent named Zoe to handle creator outreach. “Zoe is designed to source [creators] and draft personalized outreach, so that we can find people who fit our ethos and fit our brand voice really, really well at scale, while we sleep,” said David Baker.

Baker addressed job displacement concerns directly: “I firmly do not believe that AI is coming for anyone’s job at Beekman 1802, but someone who knows how to use AI is going to come for someone who doesn’t know how to use AI’s job.”

Ulta Beauty processes 1-2TB of data for AI and machine learning workflows using Google Cloud Platform tools including Vertex AI and Tensorflow. The company reports customers who use virtual try-on tools show higher purchase rates than those who don’t.

Training approaches vary by company. Ulta emphasizes peer-to-peer learning, while Beekman focuses on early adopters. Tarte mandates weekly AI challenges for all teams.

The Ulta Beauty assortment is rolling out as shoppable within AI Mode in Google Search and the Gemini app over the next month.