The 25 Best Ulta Products ELLE Editors Are Obsessed With (2024)

Walking into an Ulta store or browsing its online catalogs makes me feel like a kid in a candy store. With thousands of makeup, skincare, haircare, and fragrance products, the popular beauty retailer nearly always has what I’m looking for—plus a few extra impulse purchases I can’t resist adding to my cart.

And while some may think of Ulta as Sephora’s less sophisticated younger sister, don’t be fooled. Alongside its wide selection of budget-friendly and drugstore favorites (hello to this TikTok-viral Maybelline mascara!), they also carry hundreds of luxury beauty products from coveted labels like Pat McGrath Labs, Chanel, Lancome, and Dior. Moral of the story: Whether you’re looking to save a few dollars as student loan payments return or are in the mood to do some major retail therapy, Ulta is the one-stop shop to satisfy any beauty lover’s cravings.

Another perk I’d like to mention is that Ulta has a fantastic loyalty program. Similar to Sephora’s program, you can earn points for every dollar you spend and get exclusive gifts and discounts depending on your membership tier. However, Ulta offers some additional benefits like two times the points during your birthday month; your points go a bit farther here (500 points can be redeemed for $17.50, while at Sephora, 500 points get you $10 off.) Although you do have to spend at least $25 to get free shipping at Ulta, depending on your membership level, it’s not that hard to qualify for, given the sheer abundance of goodies you’ll likely want to stock up on.

I could easily wax poetic about Ulta, but let’s go shopping, shall we? Ahead, I’ve shared a few of my beauty staples and tapped discerning ELLE editors for their must-have finds available at Ulta. Add these gems to your lineup, we promise you won’t regret it.

“I will give you one little truth of the beauty industry: When it comes to mascara, drugstore ones are just as good as luxury ones. I know this, yet when I saw my friend Claire with the kind of long, fluttery eyelashes you only see on babies or straight men who don’t need them, I thought the answer had to be a luxury brand. It was this—and when I tried it for myself, I understood why. My lashes are fine and point straight down, but this made them longer, fuller, and thicker in just a few coats.”—Kathleen Hou, ELLE Beauty Director

One of my greatest pleasures in life is swiping on this confetti cake-inspired face mask from I Dew Care, a K-beauty brand specializing in some of the most serotonin-boosting skincare products on the market. The mask smells and looks almost good enough to eat, with a creamy, soft serve-like texture that dries down comfortably. But even beyond the pretty packaging, the hyaluronic acid and squalene-infused formula is a life raft for my perpetually thirsty skin.

“As a serial lipstick dater, I have a hard time committing to just one formula. Urban Decay’s Vice Lip Bond has me recently testing out the whole monogamy thing because quite frankly, this product is incredible. The shade range is the stuff of my vibrant dreams (looking at you, Solo Player!), and one swipe can hold up for a jam-packed day.” —Bianca Rodriguez, Fashion & Luxury Commerce Manager

“I can’t count the amount of sunscreens I’ve tested over the years, but of all of them, this one is unbeatable. Not only does it effectively protect my skin from UVA/UVB rays, but the formula is also unmatched. It never leaves a white cast, creamily blends into the skin, and best of all, is non-comedogenic, so it never causes a breakout.”—Tatjana Freund, Fashion & Luxury Commerce Editor

“I have lots of hair, but the strands are soft and fine. Too much product and it can really weigh down my 4B/4C curls. This curl cream not only smells divine, but is also lightweight and defines my curls. I have low porosity hair. However, with this curl cream, I don’t have to work too hard to get my hair to absorb the product. Highly recommend for my low-porosity sisters!”—Danielle James, ELLE.com Digital Beauty Director

“You can never have too much blush. However, this pigmented duo palette from Juvia’s Place delivers insane color payoff with just one swipe. The duo comes with a light and deep shade of blush so you can layer each on top of one other or give them their own time to shine.”—Nerisha Penrose, ELLE.com Beauty Commerce Editor

My combo skin is an annoying amalgam of contradictions—shine here, flaky patches there!—but Fresh’s deep hydration cream has become my go-to moisturizer for a fix-all remedy. My skin instantly soaks up this rich formula, yet isn’t left feeling greasy or sticky in the slightest. I love that it not only provides long-lasting hydration with a blend of hyaluronic acids, but also soothes redness from my uncouth prodding via rose extract. And to top it all off, it smells like an actual floral bouquet.

“Meeting Donni Davy, Euphoria’s lead makeup artist, and her line of cosmetics last year quite possibly changed me. Half Magic’s hues pack a punch, and this eye paint and eyeliner combo product is no different. I’ll opt for this weekly in place of my good ol’ black eyeliner when I want a pop of color. The results always make me smile.”—BR

“T3’s Airebrush Duo was my go-to for quickly transforming my curls into a sleek blowout. However, this newer version is the only tool that’s good enough to make me set it down for the first time in three years. The larger, oval-shaped barrel still adds volume to the hair, but it allows me to cut down my styling time.”—TF

“Founder Alicia Yoon grew up with eczema and has spent years explaining what a ‘skin barrier’ was before I even knew it was a thing. For my friends with hypersensitive skin and who definitely can’t use a retinol but still want something effective, I always suggest a Peach & Lily product—specifically this serum. I’ve been through at least three of these serums because it is a steady product that helps to consistently brighten skin and moisturize.”—KH

“The amount of Thigh Rescue’s I own is frankly borderline embarrassing. Yet, if a product is going to grant world peace—a.k.a. no irritating chafing for my thighs in hot humid months—why wouldn’t I keep this in every handbag I own?”—BR

“Of all of Chanel’s products, this multi-use stick is criminally underrated and by far my favorite. I use the shade 'Transparent' to add a natural-looking dewy highlight at the top of my cheeks. For an even bolder look, you can layer on a powder highlighter for a budge-proof gleam. If you prefer even more glow, the pinkier shades work great as blush.”—TF

“My primer aversion was reversed after just one use of the E.L.F Cosmetics Power Grip Primer. This bestseller and TikTok-favorite keeps my makeup stuck for hours. My trick is to use this primer when I’m wearing matte products to impart a natural, healthy shine, as matte formulas can make me look powdery and flat.”—NP

Ellis Brooklyn’s Salt Eau de Parfum reminds me that summer isn’t just a season, it’s a mentality. This warm, slightly floral, slightly salty scent is like nostalgia in a bottle for me when NYC winters turn frightening.

“Do I need another palette? No. Did I buy this with my own money? Absolutely. The palette contains a universal highlighter and four shimmery eyeshadows that together look like the top of an ancient statue. The green shadow is my go-to shade, and the highlighter and eyeshadows are buildable. I bought it as a collector’s item, but I’ll need to purchase another one because I’ve been using the palette so frequently!”—DJ

“I have scraped jars of Hanahana beauty with my fingernails, wiping every crevice clean like a dog trying to get every bit of peanut butter out of a jar. I generally find moisturizing my body a chore, but when this sits on my vanity, I suddenly find myself very motivated. It combines the scent of a calm-inducing lavender and the rich, but not greasy touch of this shea butter. When I’ve coated my whole body in this, I feel like a shiny, slippery, well-moisturized dolphin.”—KH

“For my unruly brows, nothing works as effectively as the Anastasia Beverly Hills brow gel. As far as basics go, this one will never leave my side. It completely tames my brow hairs, even in horrible New York humidity. I can’t tell you how many tubes I’ve gone through."—TF

“Not to be dramatic, but I truly believe every New Yorker (or just general over-populated city-goer) needs this serum in their welcome bag. The key is in the kombucha, which provides serious protection against harsh climates all day. The difference in my skin compared to some friends who haven’t made the switch is quite noticeable (but let’s keep that secret between us).” —BR

“All I’ve wanted to do recently is put glitter on my eyelids with the enthusiasm of a kindergartener discovering shiny objects for the first time. This ‘glitter puck’ makes my eyes gleam like they’ve been lightly dusted with fairy dust. Donni Davy is a glitter connoisseur and always coming up with a new shade or shape of glitter that I haven’t seen before.” —KH

“There’s been a lot of hype on the Internet about the Dream Coat Supernatural Spray, and I’m here to confirm it. I never thought a single hair product could make such a difference in my blowout routine. Not only does it dramatically cut down on styling time, but it also keeps humidity at bay so that I can style less throughout the week. Even on my curly, dry hair, a blowout with this spray gives me a sleek, shiny look that lasts.”—TF