Ulta is a great store! They sell all the top brands of hair products. They have a salon in the back of the store as well. Items are easy to find on the shelves. If you feel over-whelmed by the large selection of products (can't decide which product you need), the sales associates are very knowledgeable about the products, and can recommend the appropriate product. Prices are average. Quite often there is a coupon in the Sunday paper for Ulta.