Ulta is such a great store that I could spend hours there. I belong to their discount club, which lets you choose free stuff, based on how much you spend and their coupons are outstanding. Ulta carries a mix off very high-end, expensive hair care and beauty items, as well as lower priced products by L'Oreal, Revlon, etc. Oh, and they carry all the popular fragrances for men and women, hair color, and beauty appliances. Their sales are great too, but you have to hurry when the ads come out - if you wait too long, many things are sold out. I love this store.