Ulta in my opinion is way better than sephora. They have a full service salon along with the proper hair care to go along with it. You may end up paying more for hair services than say Borics or some other place but it's well worth it! The stylists do a wonderful job. The customer service is wonderful also. They are more than willing to help any customer and have strong knowledge of their products. I would rather shop at the waterfront Ulta anyway than any other Ulta or sephora.