Ulta is one of my favorite places to shop. They have a good range of products- from drugstore brands to higher end like Elizabeth Arden, Lola, Urban Decay and Hard Candy. They don't carry a huge range of high end brands, but what they do have is nice.
Prices for some of the drugstore lines (Revlon, Almay, etc) can be high but they often have "buy one get one free" sales, or gift with purchase promotions.
Sales clerks are friendly and know their stuff, and are very helpful without being pushy.
I've had good experiences in the salon as well-I've gone in for eyebrow shaping and haircuts.
Exchanges and returns are smooth and hassle free, at least in my experience.
All in all, it's a great store with good staff, and one of my favorites.