A pretty standard beauty store. The prices are decent and they offer their own coupons and accept manufacturer coupons and who can't complain about saving money! My only complaint about Ulta is they don't always have the basics in stock like basic Roc products and you need to pay attention at the register as more then once an item has been rung up for more then what the tag said. But as far as having pretty much every cosmetic, perfume, body and hair care products you really can't beat Ulta for selection.