ULTA beauty stores sell a variety of beauty and personal care products including cosmetics, soaps, fragrances, hair care items and personal grooming tools. Each physical location also features a full-service salon that allows customers to try and use the products they purchase from the store.
Customers are able to purchase products either from a physical ULTA location or directly from the ULTA website. Users are able to browse the full listing of products on the site by choosing either a category of product, such as hair or skin products, or by choosing a brand. Brands are organized alphabetically, with a special section for featured brands at the top of the page. Each product listing on the site contains a picture of the item as well as a description of its purpose and function.
ULTA Salon, Cosmetics & Fragrance, Inc. was founded in 1990 by the former president of Osco Drug, Inc., Richard E. George. Since then, the franchise has grown to include over 600 stores, as of 2013, each of which is segmented into a retail space and a salon space. The salon section operates exactly as a typical salon would, with up to 10 separate stations that allow trained professionals to apply makeup, perform skincare treatments and give manicures, along with other treatments.