There’s tons of good brands to discover in Ulta but one that’s often overlooked is Ulta’s own Beauty Collection. I’ve shopped at Ulta for years and never paid any attention to the Ulta Beauty Collection until I began working there. Huge mistake! After curiosity pulled me to swatch a few pretty things I quickly learned that there were some hidden gems in the Ulta Beauty Collection. Like the lipsticks, eyeliners and their cheek goodies too. Especially the cheek products. From blushes to highlighters, the Ulta Beauty Collection has a little something for everybody.