Questioning Ulta's recent strategic shifts - any insights?

Been with Ulta for a few years now, primarily at the corporate level, and I've noticed some really interesting shifts in strategy over the past year or so. More focus on specific product categories, a push for certain in-store experiences, and frankly, some departments feel like they're being streamlined quite aggressively. It’s led to a lot of speculation amongst colleagues about what the long-term plan is and whether it involves significant headcount adjustments. While there haven't been any direct layoff announcements, the changes in priorities and resource allocation are palpable. It feels like a company in transition, but the destination isn't entirely clear. Has anyone else picked up on these strategic pivots, and do you have any intel or educated guesses about where this is headed? Trying to make sense of it all from an employee perspective.