How are beauty and wellness business leaders actually using AI today? 

That was the question posed to three longtime industry executives on stage during Glossy’s annual E-Commerce Summit in Miami Beach earlier this month — and the answers may surprise you. 

For example, Jenna Manula Linares, vp of digital marketing and TikTok Shop at Tarte Cosmetics, has recently added 15-minute team check-ins at the end of each weekly meeting that require staffers to share how they used AI that week and whether or not it was successful. 

“We're creating a culture of experimentation,” she said. “So, what I challenge my teams to do each week is to use AI in a new or different way.” The team then tracks these challenges and results using Tarte’s internal AI program. 

Meanwhile, David Baker, chief revenue officer of the skin-care brand Beekman 1802, has found success in identifying early AI adopters within the brand and empowering them to learn new skills and own tentpole projects. “First and foremost, it's finding the people who have an interest in it, and giving them the room and space to play,” he said. 

Baker is teaching his team to think of AI as a colleague that works while the rest of the team is off the clock. “Finding and sourcing creators gets really hard, so we've built an agentic staffer. Her name is Zoe, and 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,” he said. 

“AI has permeated every team and workflow we have at Tarte,” Linares said. “I'm constantly telling my 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.”

Then there is Ulta Beauty, which rolled out one of the largest AI partnerships within beauty retail last month, with Google Gemini. The team has spent the past few weeks learning how its consumers actually use the new AI-powered features, which include an on-site and in-app chatbot. 

“We continue to find new data sets that we need to put into [the chatbot’s knowledge base, like] store locations, store hours — a lot of those things where customers are just asking generic questions,” said Josh Friedman, svp of digital and e-commerce at Ulta Beauty. “They're asking lots of questions about the brand, and we're seeing some really good use cases with our customer care agent, as well.” 

In today’s episode of the Glossy Beauty Podcast, host Lexy Lebsack takes listeners live on stage with Ulta Beauty’s Josh Friedman, Tarte’s Jenna Manula Linares and Beekman1802’s David Baker to learn about the actual impact of AI today.