I am not really into spending a ton on cosmetics. I do use bare minerals which is expensive but I use it way past the time I should. So, when my foreign exchange student started to ask to be driven (foreign exchange students can't drive in the U.S.) I was forced to browse the aisles while I waited for her to shop.
I guess they don't have Ulta in Thailand and she loved it so we spent a LOT of time in the store. I looked at EVERYTHING. They had some of the makeup I wear and a lot I have never bothered with using. I am very interested in shampoo and conditioner and they had plenty of that.
The only thing I find difficult is no one I ask about shampoo seems to ever give me a straight answer. It is always, "Oh, that one is good." I just want someone to say, "Don't buy that one, it is a waste of money and sucks."
My favorite aisle is the hair accessories. I could buy all their sparkly berets and hair ties. Oh, don't forget the clips. I spend a lot on these things.
I guess my point: go to Ulta with plenty of spare time, join their club and get coupons, join their email list and get coupons, join the birthday club and get a free gift on your bday, and above all don't think you are walking in there and only buying one thing.