Ulta is coming on up! Not to an apartment on the east side, but to the forefront of the Prestige market. Since Ulta first hit the scene in the 90s, the brand has transformed itself from just another beauty store to one of the biggest retailers of all things beauty. For years, Ulta has been playing catch up with Sephora in an effort to surpass them all while setting Ulta apart from the rest. The full service salon and massive selection of both Mass and Prestige brands has kept Ulta hot on the heels of Sephora for quite some time but this year Ulta is leveling the playing field. And in a major way!