I'd never heard of this chain until it recently opened in Madison. I love it! It even smells new. :-)
As someone who finally said "no more" to spending money at professional nail salons, I walked into ULTA needing manicure products, but not sure exactly what. The staff was very helpful in showing me the selections of nail care products and what pieces I would need to do a manicure myself.
I've gone back again to shop more since I had a good first experience. I would recommend this store.