Ulta vs. Sephora: Which Beauty Retailer Is Better for You?

Trying to decide whether to start your beauty journey at Ulta or Sephora? You’re not alone. Fans of both retailers will passionately defend their pick—and with good reason. Each offers access to top-tier products, celebrity-backed brands, loyalty perks, and plenty of savings if you know where to look.

That said, the Ulta vs. Sephora debate isn’t about which one is “better” overall, it’s about which one is better for you. Whether you’re a luxury beauty devotee, a budget-conscious skincare shopper, or someone who just loves trying new things, both stores bring something unique to the table.

As longtime beauty reviewers (this isn't our first rouge rodeo), we’re diving into everything from pricing and product selection to loyalty programs and in-store vibes to help you decide which retailer deserves your next beauty haul.

Ulta Beauty vs Sephora: Brand Overview

Before diving into the perks, points, and product selection, let’s get to know the retailers themselves. While Sephora and Ulta both cater to beauty lovers, they differ in brand focus, store layout, and overall shopping experience. Here's how each brand stacks up.

Sephora

Founded in 1970, Sephora built its reputation as a luxury beauty destination, and it still wears the crown when it comes to prestige. With 1,717 stores across the U.S., Sephora is known for offering curated, high-end selections from brands like Dior, La Mer, Lancôme, and more.

It also holds exclusive partnerships with major names in beauty, making it the only place you’ll find select products from Fenty Beauty by Rihanna, Tatcha, Huda Beauty, Bobbi Brown, and Kilian Paris. In other words, if you’re looking for glam with a capital “G,” Sephora’s your girl.

Ulta Beauty

Ulta may have entered the game later—founded in 1990—but it carved out a unique space by combining luxury, mid-range, and drugstore beauty under one roof. With 1,385 standalone stores and over 600 Target shop-in-shop locations, Ulta’s presence is just as widespread as its product range.

You’ll find everything from affordable cult-favorites to luxury staples like MAC, Kylie Cosmetics, Clinique, Chanel, Fenty Beauty by Rihanna, and Lancôme—plus plenty of classic drugstore gems. Ulta also shines in the haircare and salon service categories, something Sephora doesn’t offer in-store.

Product Selection: Variety, Exclusives, and Overall Strengths

Sephora or Ulta? When it comes to product selection, the answer depends on what you value more—curated luxury or all-in-one variety. Sephora carries around 45,000 products from 340 brands, while Ulta stocks 25,000 items across more than 600 brands. Sephora may have the edge in sheer product count, but Ulta wins when it comes to breadth and price accessibility.

Below, we break down what each retailer brings to the table in terms of variety, exclusives, and standout categories.

Ulta Beauty Products

Product Range: 

Ulta is the ultimate hybrid beauty retailer, blending drugstore staples and high-end splurges under one roof. Where else can you toss e.l.f. concealer, Maybelline mascara, and Tarte foundation into your cart in one trip? It’s ideal for budget-conscious shoppers and beauty experimenters alike.

Exclusive Brands: 

Ulta has exclusive in-store access to brands like Morphe, ColourPop, and Kylie Cosmetics. The retailer's in-house Ulta Beauty Collection is also a hidden gem, offering affordable dupes for high-end makeup, skincare, and haircare.

Category Strengths: 

Ulta is a sleeper hit in the haircare and drugstore skincare departments. Many stores feature full-service salons and stock pro-level styling tools and salon-grade products. It’s also a reliable spot to restock affordable skincare favorites from brands like CeraVe and La Roche-Posay.

Sephora Products

Product Range:

Sephora leans into a curated, prestige-first selection with a focus on luxury beauty and emerging trendsetters. Drugstore brands are absent, but what you get instead is a streamlined shopping experience full of buzzy and high-end finds.

Exclusive Brands: 

Sephora holds long-standing exclusivity with major players like Fenty Beauty, Rare Beauty, and Haus Labs by Lady Gaga. The SEPHORA COLLECTION also deserves some love—it offers mid-tier prices with surprisingly high performance, especially in categories like eyeliner, skincare tools, and brushes.

Category Strengths: 

Sephora shines in high-end skincare and luxury fragrance. Its fragrance wall is a rotating door of designer and niche scents that often hit shelves before department stores. It’s also a beauty editor favorite for staying ahead of the curve with seasonal brand collabs and limited-edition launches.

Rank & Style Favorites: Top Picks From Ulta

Need a shortcut to the best products sold by Ulta?  

Here's a look at the Ulta products we're wild about:

• Morphe Continuous Setting Mist
  Keep your makeup job looking like a masterpiece with this bestselling original formula with vitamin E, vitamin B5, and fruit extracts. It sets both liquid and powder makeup for all-day performance. We're partial to it because it enhances the appearance of makeup. The continuous spray gives you an even, controlled application.
• ColourPop Super Shock Shadow
  This budget-friendly eyeshadow from Ulta is a perfect discovery for those seeking a creme-to-powder formula that lasts. We love the way the intense pigmentation pops while still being easy to blend. The color also stays on throughout the day with minimal creasing or fading.
• Essence Lash Princess False Lash Effect Mascara
  Is Ulta or Sephora better for mascara? Let's say we're hooked after discovering that this mascara creates volume and length with ease. If you know what you're doing, you'll re-create falsies with the flick of your wrist. The dramatic and velvety texture makes it good or better than any pick that made our official list of the Best Curling Mascaras. 
• NARS Pure Radiant Tinted Moisturizer SPF 30
  We admit this one drew us in with positive YouTube and social media reviews going back a decade. Perfect for when you want a glow without a makeup feel, this ultra-lightweight tinted moisturizer hydrates, soothes, and brightens skin via vitamin C. We like that you can build coverage with a sheer, non-oily formula.

Rank & Style Favorites: Top Picks From Sephora

When it's time to splurge on luxury makeup and skincare, these are the Sephora picks we run to first.

Check out our faves from Sephora:

• Fenty Beauty by Rihanna Gloss Bomb Universal Lip Luminizer
  We're obsessed with the stunning shine that comes from just a few dabs of this gloss. The color is rich and consistent. Shea butter in the formulation earns our seal of approval for being incredibly moisturizing and nourishing.
• Rare Beauty by Selena Gomez Soft Pinch Liquid Blush
  We love the natural-meets-playful look of this 12-hour liquid blush that you can use to blend and build for a dewy, healthy flush. In addition to being weightless, a dab of this liquid blush goes such a long way.
• DIOR BACKSTAGE Glow Face Palette
  A find like this shimmering four-shade palette with ultra-fine particles is exactly why Sephora reached #1 in our recent ranking of the Top 10 Beauty Websites. Use it as a blush or highlighter.
• ILIA Super Serum Skin Tint SPF 40 Skincare Foundation
  This mineral serum skin tint has become our go-to product for long-term skin protection while providing a radiant glow in the present. Available in nearly 30 shades, this super-moisturizing formula makes skin feel amazing while minimizing the appearance of pores and fine lines. It's a must if you like dewy coverage.

Is Ulta or Sephora Cheaper?

With thousands of beauty products between them, Ulta and Sephora both offer a wide range of price points—but your total checkout cost will largely depend on what you’re shopping for.

If you’re looking to score budget buys and mix in a few prestige picks, Ulta is generally the more affordable option. It carries everything from $3 drugstore mascaras to $200+ luxury perfumes, allowing you to build a complete beauty haul on nearly any budget. Sephora, on the other hand, leans more heavily into luxury and prestige brands, which is why it feels more expensive—even though both retailers price shared high-end brands similarly.

Ulta Beauty: Pricing Snapshot

Ulta’s major draw is its accessibility across all budgets. It stocks everything from drugstore classics to department store favorites, making it easy to save on essentials and splurge on standout products all in one trip.

Here’s a sample of typical Ulta pricing:

• e.l.f. Camo Concealer: $7
• Tarte Shape Tape Concealer: $31
• Redken Shampoo (liter): $40–$60
• Urban Decay All Nighter Setting Spray: $36

The big win? You can swap designer picks for drugstore brands, like e.l.f. Cosmetics, and walk out with a full routine for under $50—something that’s virtually impossible at Sephora.

Sephora: Pricing Snapshot

Sephora caters to prestige beauty shoppers and fans of cult-favorite and luxury products. While the SEPHORA COLLECTION provides a few affordable options, most items trend higher in price—especially once you start browsing skincare and fragrance.

Here’s a quick Sephora haul comparison:

• SEPHORA COLLECTION Best Skin Ever Concealer: $15
• Tarte Shape Tape Concealer (same as Ulta): $31
• Redken Shampoo (liter): Not typically available
• Urban Decay All Nighter Setting Spray (same as Ulta): $36

It’s worth noting that prices for overlapping prestige items—like Tarte and Urban Decay—are identical at both stores. However, Sephora's luxury offerings can climb well into the $300+ range for high-end skincare and designer fragrances.

What About Price Matching?

Here’s a lesser-known tip: Sephora does offer limited price matching—but only for non-sale items from specific luxury retailers (Bloomingdale’s, Neiman Marcus, Saks Fifth Avenue, or Nordstrom) within seven days of purchase. Ulta, in contrast, does not have a price-matching policy.

Bottom line: If affordability and flexibility are your priorities, Ulta makes it easier to save with drugstore brands and budget-friendly dupes. Sephora delivers a more curated luxury experience with some mid-range options, but the overall basket total tends to be higher.

Loyalty Programs & Perks

When it comes to rewards programs, both Ulta and Sephora offer free memberships packed with perks. Whether you’re all about birthday gifts, point stacking, or early access to sales, these loyalty programs are worth signing up for—even if you only shop occasionally.

Ulta Beauty Rewards

Ulta’s loyalty program is especially strong if you love drugstore deals and high-end splurges alike. 

Here's what you get as a member:

• 1 point per $1 spent, redeemable like cash on future purchases
• Free birthday gift every year
• Bonus point offers through the app
• Platinum status (spend $500/year): 1.25 points per $1, a $10 coupon, exclusive gifts, and early sale access
• Diamond status (spend $1,200/year): 1.5 points per $1, free shipping over $25, $25 off beauty services, and a special Diamond gift
• Ulta Beauty Rewards® Credit Card: 20% off your first purchase and 2 points per $1

Ulta also regularly drops limited-time promo codes and coupons on their site and app—no account needed. But rewards members often unlock even deeper discounts, so it's worth enrolling. You can also grab one of our Ulta Beauty coupons for an easy way to save on your next haul.

Sephora Beauty Insider

Sephora’s Beauty Insider program leans into prestige perks. 

Here's the rundown of wha's included for members:

• 1 point per $1 spent on all purchases
• Free standard shipping with no minimum
• Beauty Insider Cash: Use 500 points to get $10 off
• 10% off during seasonal savings events
• Exclusive access to 2X, 3X, and even 4X point events
• Free birthday gift annually
• Swap points for samples or experiences
• App-only exclusives

Tier upgrades add even more value:

• VIB (spend $350/year): 15% off sales, 3X point events
• Rouge (spend $1,000/year): 20% off sales, 4X points, early access, and special Rouge-only gifts
• Sephora Credit Card holders earn 8% back in rewards

You can also find coupons on their website, especially during promotional events—no account required, though insiders often get early or extra access. Or, use one of our Sephora promo codes to score a deal anytime. 

In-Store and Online Shopping Experience

Which is better, Sephora or Ulta, in terms of the shopping experience? If you're like us, beauty shopping is a great way to release stress. Let's highlight conveniences, frustrations, and the dopamine factor for shopping at Sephora vs Ulta.

Ulta Shopping Experience Highlights

Ulta Beauty stores offer a laid-back, accessible vibe—think "Target meets glam." Essentials like drugstore mascaras and everyday skincare are conveniently placed up front, while prestige brands are showcased toward the back. Many Ulta locations also feature salons offering haircutting, coloring, and brow services, making it a one-stop beauty shop. Staff members are typically warm and approachable, with solid product knowledge. 

Online, Ulta keeps things stress-free with clearly marked pickup and delivery options and seamless integration of rewards and promo codes.

Sephora Shopping Experience Highlights

Sephora, on the other hand, delivers a boutique-like experience. The curated layout encourages leisurely exploration, from testing new arrivals to swatching luxury fragrances and high-end makeup. The atmosphere feels sleek and sophisticated, with team members offering skincare consultations and expert-level shade-matching advice.

Sephora’s website is a treasure trove of limited editions, new launches, and exclusive sets—with seasonal promo codes and free samples frequently tossed into the mix.

Our Verdict: Which Is Better—Sephora or Ulta?

Turns out we're dual loyalists. If you're on a budget, Ulta offers a great variety at drugstore pricing with the option to splurge on products that matter. Ulta also offers a range of in-store beauty services. If you prize designer and celebrity brands, Sephora is the spot for luxury beauty with strong perks through Beauty Insider.

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