Announced on Monday, Dave Kimbell is stepping down as CEO three years after assuming the position and 11 years after starting his tenure at the chain, and Kecia Steelman, Ulta’s president and COO, is succeeding him in the role effective immediately and joining the board. Kimbell will continue to serve as an advisor to Ulta through June 28.

Ulta is switching up its leadership at a crucial time as the nation’s largest specialty beauty retailer contends with fierce competition from Sephora, Amazon and more and cost-conscious consumers. Same-store sales dipped 1.3% in the second quarter last year, marking the first time in four years that the company underperformed Wall Street’s expectations.

In September, Ulta initiated a turnaround plan to combat slowing demand that focuses on five key areas of its business: assortment, social relevance, digital experience, loyalty members and promotion. So far, the plan is yielding returns. Same-store sales rose slightly in the third quarter last year and are expected to have climbed modestly during the fourth quarter. Buoyed by holiday traffic, Ulta’s operating margin is forecast to land above the high end of its previously expected range of 11.6% to 12.4% of sales.

Shareholders have reacted positively to Ulta’s CEO announcement. On Tuesday, its stock rose 3.9% to $445 in after-hours trading. We were curious about the reaction of beauty industry insiders and their recommendations for how Steelman should shepherd 1,400-plus-unit beauty retailer to growth in 2025.

So, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked eight beauty and retail analysts, consultants, executives and marketers the following questions: In light of Ulta’s recent challenges, will Steelman’s approach diverge from past CEOs? What recommendations do you have for her as she attempts to turn around the retailer’s business?