First time here. Chose it over Sephora because the brands they carried aren't the highest end, which to me = more expensive. They sell mid/highish end to drugstore brands. I normally shop drugstore brands anyway, but the convenience of having higher end brands right there for when I need a specialty product is great. TOOLS! Tons of brushes and sponges and scissors and tweezers, etc. They sell a wide variety of hair product lines. I've read they have terrific coupon/sales incentive programs, but I haven't as of yet taken advantage of it. Ulta isn't as 'cool' as Sephora, but it will work for me. I will continue shopping there.