“But we’re not.”
The store carries many of the same brands that makeup, hair care and perfume supply store Sephora does, but Ulta also carries a range of cosmetics and beauty products from drugstore lines.
It also has an in-house salon with full-time aestheticians who do skin treatments and waxing in the building, which was built specially for Ulta, Buchanan said.
“This is a brand new building,” she said. “From the ground up.”
The wide-open, white wall space inside the store is full of products. Perfumes range in variety, from lower-priced items like the ones stocked at drugstores to fragrances found in boutiques.
Every area in the store has salespeople who specialize in the products they work with, and the hair stylists, waxers and aestheticians are trained by representatives from the companies that make the store’s core products.
Accessories for styling, like hair ties, headbands, curlers and hair extensions, as well as nail care, are also available.
“I like that the store has many different things in one place,” said Jen West, 25, of North Hollywood. She had shopped at another Ulta Beauty store in Northern California.
A feature West said she had not seen in other stores like Ulta was the area for hair tools in the back of the store.
The flat irons come in all shapes and sizes, digital, ceramic, gold plated, pink, blue, black and red. Just like the cosmetics, hair care products and perfumes range in price from cheap, $20, to expensive, $160.
Plus, all tools, including flat irons, curling irons, blow dryers and hair brushes, are out of their packaging and ready to be played with, like a Toys ‘R’ Us of hair care.
The store will have its grand opening from 9 a.m. to 9 p.m. Friday.
The first 100 customers to enter the store will receive gift certificates, and there will be giveaways and demonstrations throughout the day.