Like others have said, Ulta is the lower end version of Sephora. Here are some keys to successful shopping at Ulta:
1. sign up for the rewards club
2. clip the coupon in the paper
3. come here knowing what you want, this is not the place for advice or tips
Think of it as the beauty department of Target blown up and in it's own store with more selection and brands, but you don't go to Target for beauty advice :)
Watch for their sales, don't get fooled by their recommendation to try other brands, if they don't have what you want...then just come back another time and go somewhere else to get it. I fell for that once...ended up with crappy expensive products.
Another tip: keep a list of all your OPI nail polish colors on your cell phone...I know crazy right, especially with their 3+word names? But if you are like me you own so many and then go back, fall in love with a new polish at the store only to return home and find out you already own it! No wonder why you thought it was so cute in the store, it's cause past you had good taste too! LOL
I like how convenient this location is...right next to my weekend shopping/errands stores. I'm certainly a regular.