Ulta Beauty can honestly feel overwhelming because there are so many products to choose from. After trying different makeup, skincare, and fragrance items, these are the ten products that I personally think live up to the hype. Some are viral, some are affordable staples, and some are just reliable products that I would repurchase again without hesitation.

Tarte Shape Tape Concealer is easily one of the most reliable concealers I’ve used. It costs $32 for the full size, which is expensive, but in my opinion, the coverage is worth it. It completely covers dark circles and breakouts without needing multiple layers. What really makes it stand out to me is how long it lasts without creasing too much, especially when I set it with powder. It has a thicker consistency, so it feels more full-glam than natural, but that’s what makes it so dependable for special occasions or long school days. If you like full-coverage makeup, I think this is definitely one of the best options at Ulta.

Rare Beauty Soft Pinch Liquid Blush, which costs $25, really lives up to the hype in my experience. It is extremely pigmented, and that’s actually why some people don’t like it at first; it’s very easy to apply too much. The first time I used it, I definitely used more than I needed. After experimenting with it, I figured out the best way to apply it. First, apply your foundation or base makeup before using the blush. Second, remove most of the product from the applicator and place only one tiny dot on each cheek. A little really does go a long way. Third, instead of swiping it across your face, gently tap it in using a damp sponge, a dense brush, or even your fingertips. Blending quickly helps prevent harsh spots. If you want more color, let the first layer set and then add another small dot. In my opinion, once you learn how to apply it properly, it gives a beautiful, natural flush that lasts all day and makes the product worth the hype.

IT Cosmetics CC+ Cream SPF 50+, priced at $47 for the full size, is more of an investment product. I like it because it combines coverage and sunscreen in one step, which makes my routine quicker. It feels lighter than a traditional foundation but still evens out skin tone. I personally reach for it on days when I want coverage but don’t want my makeup to feel heavy. I usually apply it after moisturizer and before concealer or bronzer, and I’ve found that it blends best that way.

For a more affordable option, the e.l.f.  Halo Glow Liquid Filter costs around $14 and gives a noticeable glow to the skin. I like that I can wear it alone for a natural look or under foundation when I want extra radiance. It gives a “glowy from within” look without appearing glittery or oily, which is something I really appreciate. The texture feels lightweight and blends easily, so it doesn’t feel heavy or cakey. In my opinion, it’s one of the best budget-friendly glow products at Ulta.

The Ordinary Hyaluronic Acid 2% +B5 is one of my favorite budget skincare products at $9.90. It keeps my skin feeling hydrated without being heavy or sticky. I use it in the morning and night after cleansing, especially when my skin feels dry. It’s simple and effective, which I think makes it perfect for someone just starting a skincare routine.

La Roche-Posay Toleriane Hydrating Cleanser costs about $19.99 for the full size and is one of the gentlest cleansers I’ve tried. I notice that after I use it, my skin feels clean but still soft, not tight or stripped. That’s really important to me, especially when my skin is feeling sensitive. I also like that it doesn’t have a strong scent and feels calming on my skin. It may not be a trendy product, but in my opinion, it’s one of the most reliable cleansers at Ulta.

Maybelline Lash Sensational Mascara, usually between $11 and $14, is a dependable drugstore mascara that I think performs just as well as some higher-end options. It adds a noticeable length and volume without clumping too much, making it great for school or everyday wear. I think that it comes in different shades depending on how dramatic you want your lashes to look.

Sol de Janeiro Brazilian Crush Body Mist costs $39 for the full size and smells sweet and warm. I personally love wearing it on casual days because it feels fun but not overpowering. The warm notes of pistachio, salted caramel, and vanilla make it feel cozy but still fresh. It’s the kind of scent that people compliment without it being too strong.

The Ulta Beauty Collection Eyeshadow Palette costs around $20, while the compact Mini Moods retails for $14. I was honestly surprised by how good the quality is for the price. The shades are easy to blend and work well for simple, everyday looks. I especially like the neutral browns and golds, but the smaller palette also has brighter shades if you want something more playful.

Finally, the Ulta Beauty Collection Juice Infused Lip Oil, priced at $10.50, is one of the easiest products to throw in a bag and use throughout the day. I keep reaching for it because it adds shine and hydration without feeling sticky. I also like the variety of flavors, which makes it feel more fun than a regular lip balm.

Overall, these ten products stand out to me because they consistently perform well and feel worth the money. Some are definitely more expensive, while others are affordable staples, but in my experience, all of them deliver strong results. What I like most is that each product serves a different purpose in my routine, whether it’s coverage, hydration, glow, or just something fun. These are products I genuinely enjoy using and would repurchase, which is why they earned a spot on my top ten list.

What are YOUR favorite finds at Ulta? Tell us in the comments!