Good selection of cosmetics, fragrancies, shampoo and all things hair plus a salon (not to be confused with a saloon).
I love any place that has a tester for everything. How do you know unless you test? I normally buy my foundation from a line they do not sell here but costs a lot of money. Sometimes though, after watching Suzy Orman, I feel guilty for how much I spend on said foundation and decide "I can live with the inexpensive brand, they say it's all the same" (we'll discuss that topic later). So I go to Ulta to try the normal drugstore brand, unlike going to a drugstore and hoping I buy the right color, I can actually get what will be best for me.
Bonus to all of this? Points. I collect points for all I buy and get free stuff. And I like free stuff, you should too.
Bonus bonus: look for the coupon. Really, you should'nt be shopping without them, but Ulta has one a week, thus making it easy to show up at least once a week, right?