During the week, I rarely wear makeup but if I am going out, then I go the whole nine yards: primer, eyeshadow, mascara, blush, bronzer, lipstick, gloss, etc. You get the picture – right?




About a year ago, I was looking to get makeup online at Sephora but the products I was looking for were sold out! As I googled to see where else I could find them, I came across a US website called UltaBeauty. Not only were the prices cheaper (even when converting to Canadian dollars!) but they had so much more variety and, everything I wanted was in stock!




I started following them on Instagram and subscribed to their makeup tutorial emails. As well, they often have wonderful contests and their customer service is super!


Last year, one of my orders arrived damaged as one of the bottles broke and its content went all over the other items. I was surprised to find out that they were going to credit me for the entire purchase and I could keep the other products! That was over $200 worth of makeup free!




Like its main competitor Sephora, Ultabeauty has an immense following on Instagram of 5.1M. As big as it may sound, Sephora has three times as many followers and roughly three times as many on Twitter.


So why is Ultabeauty better? Even as a big company, they still make you feel like a valued individual customer. This encourages customers to keep shopping with them. As well, they do a great job of listening on social media. They often have polls to see what products people are looking for and they follow through by stocking those products. I also like that their social media target audience is varied as their models are both men and women, young & old and of every skin tone.


  1. I love Ulta beauty so far more than Sephora. I liked your story on how you found them, I always wonder how everyone discovers new stores and websites!

    I am also the same as you, I either wear no makeup, usually on my days off, and then when I’m at work (at a salon) I go the whole way! False lashes, eyebrows on fleek, etc.

    I’ve never had an issue with Ulta, but hearing that story makes me feel good now about any orders! So happy for you that it all worked out.

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