The 10 Most Underrated Beauty Brands at Ulta

Generally speaking, a trip to Ulta is pretty much old hat. You're drawn to your favorite brands like a moth to a flame, perhaps enticed by a shiny foreign product in your peripheral, but for the most part, it's tunnel vision for your favorite mainstays. We get it—taking a gamble and trying out a new brand is scary (though Ulta's return policy is quite generous), and sticking with what you know commits to your brand loyalty. But since it's our job as beauty editors to branch out, take risks, and cover our beauty bases, it's our duty to let you know you're missing out on some seriously underrated brands. Below, we've lined up our favorite quiet winners.