It's a new Ulta; it looks pretty spiffy. The first week was awesome for trying out new brands and colors. All the testers were fresh and new and not skeevy to dip into. The makeup section had a lot of space for makeup artists to pitch product; alas there were none available. Whereas Sephora seems to be staffed with people passionate about makeup, Ulta merely has retail workers.
Ulta is picking up some new brands that Sephora doesn't have; Juice Beauty, Lipstick Queen and just recently Mally. Still fun to look around and swatch products on your arm, just don't look for any help in how to use them. If you like Ulta and and make up shopping you will probably enjoy it; but let's face it it's not what it used to be.