Service: Top notch. Every time I've come in, someone has approached me within 5 minutes to help me find what I need.
Selection: 3/5 This is their major downfall. They are often out of stock when it comes to popular items.They also discontinue items frequently. I've had multiple sales associates tell me that I can still find the items at Sephora. It is unfortunate that they have to steer customers to the competitor when they already have them through the doors.
Ulta is my neighborhood cosmetics store when I run out of something that I would usually get at the department stores or Sephora. So basically it is my go to store in times of desperation and laziness. It is convenient, quick, and the service is great however due to their lack of selection I would still rather take my purchases elsewhere.