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Ulta Beauty is a prominent American beauty retailer that has redefined the beauty shopping experience by offering a comprehensive selection of cosmetics, fragrances, skincare, haircare, and salon services all in one location. Established in 1990, the company, originally named Ulta3, has grown to become the largest beauty retailer in the U.S.. Ulta Beauty's business model successfully integrates both mass-market and prestige brands, catering to a wide range of beauty enthusiasts. Each store features a full-service salon, providing hair, skin, and makeup services, which complements its extensive product offerings. The company is praised for its vast product variety, welcoming store environment, and dedicated customer service, although some specific salon services have received mixed reviews. Ulta Beauty is recognized for its innovative approach to retail, including a robust e-commerce platform and a leading loyalty program, Ultamate Rewards.