Ulta vs. Sephora: Which brand is better? [2026 updated]

Ulta offers a vast range of products, including both drugstore and high-end brands, making it a one-stop shop for beauty on any budget. Sephora focuses on a curated selection of luxury, indie, and exclusive brands, providing a more premium, trend-focused shopping experience. The key differences lie in Ulta's frequent coupons and cash-back rewards system versus Sephora's exclusive product launches and points-for-products loyalty program.

Let's compare everything you need to know to choose the right beauty retailer for your needs.

Ulta: The All-in-One Beauty Destination

Ulta Beauty is the largest beauty retailer in the U.S., catering to a broad audience looking for everything from affordable basics to premium splurges. Its core customer is someone who wants variety and value, enjoying the ability to mix drugstore finds with prestige products. With its accessible store layout and frequent promotions, Ulta makes beauty shopping easy and affordable for a wide demographic.

• Product mix: Over 600 brands, featuring drugstore favorites like Maybelline and L'Oréal alongside prestige brands like NARS and Clinique. Ulta is particularly strong in haircare, with a huge selection of professional products from brands like Redken and offers full-service salons in most locations.
• Price point: Extremely flexible, from $3 mascaras to $250+ fragrances. You can build a complete makeup routine for under $50 or splurge on high-end skincare, all in the same store.
• Rewards program: The Ultamate Rewards program earns 1 point per dollar spent (more for higher tiers). Points are converted directly into cash discounts that can be applied to almost any purchase, creating real savings.
• Sales: Known for frequent promotions, including their famous 20% off coupons that apply to most products (including prestige), and the "21 Days of Beauty" event, with coveted items at 50% off.
• Return policy: A customer-friendly 60-day return policy for any product, even if opened, with a receipt.

Ulta excels in variety, offering something for every budget with a rewards program that directly saves you money, making it ideal for shoppers who want both trusted essentials and premium brands under one roof.

Shop Ulta: ulta.com

Sephora: The Luxury & Indie Beauty Curator

Sephora is a global beauty powerhouse that built its brand on offering a curated selection of high-end, exclusive, and innovative products. Its sleek, modern stores appeal to beauty aficionados and trendsetters looking for the latest releases in makeup, skincare, and fragrance. Sephora creates an experiential shopping environment focused on discovery, education, and personalization.

• Product mix: Focuses on premium, luxury, and exclusive brands such as Fenty Beauty, Drunk Elephant, and Pat McGrath Labs. It also has a well-regarded private label, Sephora Collection, offering quality at a more accessible price.
• Price point: Primarily mid-to-high range. While the Sephora Collection starts around $10, most products are in the $25-$150 price bracket, climbing much higher for luxury skincare and fragrance.
• Rewards program: The Beauty Insider program is a tiered system where points are redeemed for a selection of deluxe samples, product sets, or experiences in the Rewards Bazaar. It does not provide direct cash discounts.
• Sales: Sales are less frequent than at Ulta but are highly anticipated, primarily tiered discount events for Beauty Insider members a few times a year.
• Services: Emphasizes experiential retail with free mini makeovers, beauty classes, and personalized consultations with expert beauty advisors. Digital tools like the Virtual Artist app enhance the online shopping experience.
• Return policy: Offers a 30-day window for a full refund and 31-60 days for store credit, for both new and gently used products.

Sephora is the ultimate destination for discovering what's new and trending in high-end beauty, offering an elevated shopping experience centered on expert advice and product exploration.

Shop Sephora: sephora.com

Ulta vs. Sephora Comparison

Price Comparison

There is a clear difference in pricing models between the two retailers. Ulta caters to all budgets by carrying a wide spectrum of products, from accessible drugstore essentials under $15 to luxury items over $100. Their real value shines through their frequent sales and generous coupons, especially the 20% off coupons that can even be applied to prestige brands - a rarity in beauty retail.

Sephora operates almost exclusively in the premium and luxury space. Prices typically start around $20 for their main brands and go up significantly from there. Savings are limited to a few major sales events per year, like the VIB sales, which offer tiered discounts to loyalty program members. Sephora’s value is not in everyday low prices but in access to high-end and exclusive products.

Product Selection & Brands

Ulta's strategy is "a little bit of everything for everyone." It's where you can restock your drugstore mascara, grab professional shampoo from brands like Kérastase, and buy a prestige foundation from Tarte in a single transaction. This broad approach, especially its dominance in haircare and inclusion of "masstige" (mass prestige) brands, makes it uniquely versatile.

Sephora employs a curation strategy, hand-picking brands that are new, buzzing, or established luxury names. It excels at being the exclusive launch partner for trendy brands like Rare Beauty and has a deeper assortment of niche skincare and fragrance brands. If you're looking for an up-and-coming indie brand you saw on TikTok, chances are you’ll find it at Sephora first.

Shopping Experience

Shopping at Ulta feels friendly and less intimidating. The bright, open layout mixes high and low-end products side-by-side, encouraging browsing and discovery across price points. A major differentiator is the in-store salon, which makes Ulta a destination for beauty services in addition to products.

Sephora cultivates a sleeker, more aspirational experience. The chic-black-and-white stores are designed to feel like a high-end beauty playground. Staff are highly trained as expert advisors, encouraging customers to test and play with products. The focus is on personalization and education, with services like skin scans and foundation matching to help customers find precisely what they need.

Rewards & Savings

This is one of the biggest distinctions between the two. Ulta's Ultamate Rewards program is straightforward and functions like a cashback system. Every dollar earns points that convert into money off future purchases. You can let points accumulate for larger discounts, and you can combine these rewards with Ulta's frequent coupons for maximum savings.

Sephora's Beauty Insider program offers a different kind of value. Points are exchanged for products from a "Rewards Bazaar," which features a rotating menu of deluxe samples and, occasionally, full-sized items. The program is more about receiving gifts and trying new products than getting a direct discount on your purchase. For top-tier "Rouge" members, the main draw is early access to sales and exclusive products.

Return Policies

Both retailers have excellent and very similar return policies, recognizing that makeup and skincare are personal. Ulta allows returns on opened and used products for a full refund within 60 days with a receipt. Sephora offers a full refund within 30 days and store credit for up to 60 days on used products. Both stores make it hassle-free to try a new shade or formula without risk.

Which One Should You Choose?

The right choice really depends on what kind of shopper you are. Both retailers are excellent at what they do, but their specialties are distinct.

Choose Ulta if:

• You love mixing high-end splurges with affordable drugstore finds.
• You want a rewards program that gives you direct cash discounts on your purchases.
• Haircare is a top priority, its selection of professional products and in-store salon services are unmatched.
• You are a deal-seeker who loves a good coupon and waits for seasonal sales to stock up.

Choose Sephora if:

• You enjoy the thrill of discovering new, trendy, and exclusive luxury brands.
• You prioritize high-performance skincare and trend-setting makeup formulas.
• You value an elevated shopping experience with expert advice, in-store makeovers, and testing products.
• Your primary focus is on luxury fragrance or being the first to try exclusive makeup launches.

Frequently Asked Questions

Is Ulta or Sephora cheaper?

Ulta is generally cheaper. Its combination of carrying drugstore brands, frequent sales, and sitewide 20% off coupons makes it the more budget-friendly option for most shoppers.

Which has a better rewards program?

This depends on what you value. If you want direct financial savings, Ulta's program is superior, as points translate into cash off your bill. If you prefer getting deluxe samples and trying new exclusive products, Sephora's points-for-products program might be more appealing.

Can I find the same brands at Ulta and Sephora?

There is some overlap with major brands like NARS, Tarte, and Too Faced, but each retailer maintains a long list of exclusives. Ulta is the only one with drugstore brands like CoverGirl and professional haircare like Redken. Sephora is the exclusive home for brands like Fenty Beauty, Youth to the People, and many niche fragrances.

Who has a better return policy?

Both have very strong, customer-friendly return policies. Ulta offers a slightly longer window for a full cash refund (60 days vs. Sephora's 30 days), but both allow returns on gently used products, making them effectively equal for consumer confidence.

Which is better for skincare?

Sephora is known for its curated collection of high-performance, active-ingredient-focused brands like Drunk Elephant and Skinfix. Ulta offers a broader range, including dermatologist-backed drugstore brands like CeraVe and La Roche-Posay, in addition to many prestige brands.

Which store is better for haircare?

Ulta has a clear advantage in haircare. It offers a massive selection of professional salon brands that Sephora doesn't carry, in addition to full-service hair salons right in the store.

Does Ulta or Sephora have better sales?

Ulta has more frequent sales, promotions, and stackable coupons throughout the year. Sephora's sales are rarer and limited to their loyalty program members, but these "VIB Sale" events are highly popular for stocking up on luxury items that are never discounted otherwise.

Which brand has more exclusive products?

Sephora built its reputation on exclusive product launches and brand partnerships. While Ulta is gaining ground, Sephora remains the leader for snagging products from trendy, high-end, and newly launched brands that you can't get anywhere else.