Hey! I love that they’re really embracing diversity. I’d say I’m quite satisfied, though there’s always room for improvement.

— 28 years old male healthcare worker from Austin who loves Ulta Beauty products.

Well, I notice they have a lot of shades for different skin tones, which wasn't always the case with other stores. Plus, they highlight diverse influencers, which resonates well with me.

— 55 years old female fitness enthusiast from Chicago, IL

My in-store experiences have been generally positive. The staff is usually very helpful and friendly. However, sometimes the store can feel a bit overwhelming due to the large crowds and the layout.

— 38-year-old Middle-Eastern woman from Dearborn, MI, who values representation in marketing campaigns.

If they could streamline the checkout process, maybe with a few more self-checkout stations, that would be a game-changer for sure.

— 36 years old male entrepreneur from Miami who loves Ulta Beauty products.

When I think of Ulta as a host, it feels welcoming and inclusive, but at times a bit chaotic. It's like being invited to a lively party where everyone is welcome, but you might need to find your own corner to enjoy the experience fully.

— 38-year-old Middle-Eastern woman from Dearborn, MI, who values representation in marketing campaigns.

My ideal store environment would have designated areas for different vibes - one for the energetic shopping experience and another for a more serene, spa-like setting where you can test products in peace. Also, having natural lighting and more greenery would make it feel more inviting.

— 38-year-old Middle-Eastern woman from Dearborn, MI, who values representation in marketing campaigns.