Ulta Beauty has redefined what it means to shop for beauty. It’s not just a store—it’s a space where makeup meets skincare, luxury blends with affordability, and everyday shoppers feel like insiders.
Since opening its first location in 1990, Ulta has grown into one of the most popular beauty destinations in the U.S. With over 1,300 stores and a strong online presence, the brand offers everything from top-shelf serums to budget-friendly mascara—all in one place. But what really sets Ulta apart goes beyond shelves and services.
Its success comes from a unique combination of accessibility, innovation, and community. From inclusive product offerings to in-store salon experiences and one of the most generous loyalty programs in the industry, Ulta continues to raise the bar for what a beauty retailer can be.
Ulta’s Unique Shopping Experience
Ulta Beauty creates a retail experience that feels both premium and practical. Shoppers aren’t limited by price point or brand loyalty—there’s freedom to explore, mix, and discover products that truly work for them.
A Blend of Luxury and Drugstore Brands
Ulta’s biggest advantage is its mix of prestige and affordable beauty. You can grab a NARS foundation and an e.l.f. concealer in one trip—no need to choose between high-end and budget. This blend makes beauty more inclusive, giving shoppers freedom to experiment across price points without pressure. From beginners to pros, Ulta makes everyone feel welcome.
In-Store Salon Services
Ulta offers more than shelves of products—it includes services that complete the beauty experience. Most stores feature full-service salons that provide treatments alongside product recommendations.
Popular services include:
- Haircuts and color – From trims to full color transformations, with professional stylists on-site.
- Blowouts and styling – Ideal for events or a confidence boost mid-week.
- Facials and skincare treatments – Personalized skincare support using salon-grade products.
- Brow waxing and shaping – Quick services that make a big impact on daily routines.
The ability to earn and redeem loyalty points on these treatments adds extra value, turning self-care into a smarter investment.
One-Stop Beauty Destination
Beyond makeup and skincare, Ulta stocks fragrance, hair tools, nail care, and wellness items. The wide range turns routine errands into fun discovery. You might come for a cleanser and leave with a jade roller, hair mask, and new signature scent. Everything you need for beauty and self-care is under one roof.
A Powerful Rewards Program
Ulta’s Ultamate Rewards program is one of the most generous in the beauty industry. It’s designed to reward every shopper, no matter how often they visit, and it offers real flexibility in how and when points are used.
Ultamate Rewards Tiers
Everyone starts earning points as soon as they sign up, but higher tiers come with better perks. Points can be redeemed like cash toward products, beauty services, and even during sale events—no restrictions.
Here’s how the tiers work:
- Member (Free to Join): Earn 1 point per $1 spent.
- Platinum (Spend $500/year): Earn 1.25 points per $1, plus points never expire and get an extra birthday gift.
- Diamond (Spend $1,200/year): Earn 1.5 points per $1, get free standard shipping on $25+ purchases, and receive a $25 beauty service reward each year.
Points can be redeemed in increments, starting at 100 points for $3 off, with higher point totals unlocking greater dollar value. You don’t need to wait for a coupon—just apply points at checkout.
Birthday Gifts, Early Access, and Events
Beyond points, Ulta offers exclusive perks like free birthday gifts, access to new product launches, and members-only sale events. These moments feel personal and often include bonus points or limited-time bundles that make loyalty feel appreciated.
Why Customers Keep Coming Back
The program gives real value back to customers—not just discounts, but flexibility. You can choose when and how to use your points, which makes it easy to treat yourself or save for bigger splurges. It’s that feeling of freedom and control that keeps shoppers coming back.
Inclusivity and Brand Accessibility
Ulta’s approach to beauty is grounded in the belief that it should be accessible, diverse, and welcoming. From product offerings to store design, everything is built to reflect real people and real needs.
Diverse Product Offerings
Ulta stocks an impressive range of products that serve a wide range of skin tones, hair textures, and personal styles. From brands like Fenty Beauty and Pattern to its own exclusive lines, the selection is inclusive by design—not just marketing.
Some ways Ulta supports diverse beauty needs:
- Shade variety across foundations, concealers, and bronzers
- Texture-specific products for curly, coily, and straight hair
- Brands by and for underrepresented communities, including Black-owned and AAPI-owned lines
This variety isn’t tucked into a special section—it’s woven throughout the store and site, making it part of everyday beauty shopping.
Ulta also features curated categories like “Black-Owned & Founded” and “Conscious Beauty” to help shoppers find what aligns with their values and needs.
Welcoming In-Store Environment
Ulta’s store design encourages browsing and discovery without intimidation. Products are clearly labeled, testers are available for most categories, and team members are trained to assist all levels of beauty knowledge. Whether you’re picking up your first brow pencil or exploring anti-aging serums, you’ll find a judgment-free experience.
Online and App Experience
Ulta.com and the Ulta Beauty app offer smart filters that let you sort products by concern, ingredient, skin type, and more. Tools like GLAMLab’s virtual try-on and skin analysis features help shoppers make better decisions from home.
This digital support makes Ulta’s inclusive mission even more powerful—ensuring beauty advice and product discovery is available to everyone, no matter where they are.
Commitment to Community and Values
Ulta Beauty doesn’t just sell products—it stands behind a growing mission to create positive change in beauty and beyond. Its community efforts, sustainability goals, and dedication to representation help define the brand’s identity.
Diversity, Equity, and Inclusion (DEI)
Ulta has made strong public commitments to ensuring diversity is reflected across all levels of its business—from the products on its shelves to the leadership guiding its strategy. Through initiatives like MUSE 100 and ongoing investments in Black-owned and BIPOC-founded brands, Ulta actively supports underrepresented voices in the beauty space.
The company has pledged over $50 million toward DEI-focused efforts, expanded inclusive shade ranges across key categories, and built partnerships with brands such as Fenty Beauty, Juvia’s Place, and Pattern. In stores, Ulta also emphasizes education and training for its team members to ensure they create a welcoming and respectful environment for every guest.
Sustainability Through Conscious Beauty
Ulta’s Conscious Beauty program spotlights brands that meet strict clean, vegan, cruelty-free, and sustainable packaging criteria. It empowers shoppers to make choices aligned with their personal values.
Conscious Beauty pillars include:
- Clean Ingredients
- Cruelty-Free
- Vegan
- Sustainable Packaging
- Positive Impact
These categories are clearly labeled online and in stores, making it easier to shop responsibly.
Giving Back and Supporting Communities
Ulta’s Ulta Beauty Charitable Foundation supports mental health, education, and empowerment for women and girls. The company also raises awareness and funding for causes like The Jed Foundation, which focuses on youth mental health.
Through donations, education programs, and in-store fundraising campaigns, Ulta creates meaningful impact beyond the beauty aisle.
Omnichannel Convenience
Ulta makes beauty shopping seamless—no matter where or how you shop. The brand’s omnichannel model connects its stores, app, and website into one user-friendly experience, giving customers flexibility without sacrificing service.
Buy Online, Pick Up In Store (BOPIS)
Ulta offers free same-day pickup for online orders at most locations. You can browse online, choose “Pickup,” and your order is ready in hours—no shipping fees or waiting required.
Why it works:
- Saves time for everyday essentials
- Allows quick access to new launches
- Encourages in-store visits that often lead to impulse buys
It’s convenient for people who want the speed of online shopping with the instant satisfaction of in-store pickup.
Smart Tools in the App and Online
Ulta’s website and mobile app are built for ease, personalization, and exploration. Features like GLAMLab’s virtual try-on, foundation shade finders, and skin analysis tools help customers make smarter, more confident choices from the comfort of home. Shoppers can filter products by specific skin concerns, ingredients, or finishes, and save favorites for easy access later. The app also includes barcode scanning for in-store reviews and tracking rewards in real time. These digital tools connect seamlessly with the in-store experience, making it easier to discover and shop products, especially when trying something new.
Delivery and Shipping Flexibility
Ulta offers free shipping on orders over $35 and same-day delivery through partners in select areas. You can also choose delivery from store to home for even faster service.
Whether you’re placing a last-minute order or planning a full routine refresh, Ulta offers flexible options to fit your schedule.
Conclusion: Why Ulta Beauty Stays Ahead
Ulta has created more than just a place to shop—it’s built a complete beauty experience that values every customer. With a product mix that blends luxury and accessibility, a loyalty program that actually gives back, and services that support real-life beauty routines, Ulta stands in a category of its own.
Its commitment to inclusivity, community values, and convenience reflects a modern understanding of what beauty means today: it’s personal, diverse, and ever-evolving. By meeting people where they are—in-store, online, or on their phones—Ulta makes beauty feel approachable and rewarding.
That balance of variety, service, and purpose is exactly what keeps Ulta not only relevant—but leading the beauty world forward.
