As a member of the beauty industry and a firm believer in salon products, the mix ULTA offers did confuse me at first.
I have been here twice both times the staff was helpful and friendly. I know my fair share of beauty information so when I say "help" I mean leading me to the brand I was looking for or having a conversation that compares a product I have use to one I'm thinking of trying.
Although I am not exactly thrilled they offer "box color" - I do think providing affordable alternatives to higher end products is smart marketing. But what matters to me is they offer the brands I like close to where I live so I can stop driving to the west side for my make-up needs.
ULTA will be seeing a lot more of me.