Ever wonder what it’s like shopping with a beauty editor? Welcome to Counter Service, a series where we visit our favorite beauty boutiques IRL. We’re visiting the curated spaces and places that make shopping in person oh-so worth it—and you’re coming with. Up next, Sarah Felbin, Allure’s senior commerce editor, visited Ulta Beauty on the hunt for Mother’s Day gifts that her mom will love and use on the daily.
I’ve always been super close with my mom (think Lorelai and Rory from Gilmore Girls, but with less boy drama). She was my introduction to all things beauty, from helping me perfect my eyeliner before a dance competition to choosing the right mani-pedi color combination for my senior prom. And most lessons started the same way: with a trip to our local beauty store. In our case, that was Ulta.
My mom and I have spent hours roaming its hallowed beauty halls, tossing new launches into our bags to discuss in detail later. So, when I was at a loss for where to pick up a Mother’s Day gift she’d actually love, I decided to swing by my local store first—and I’m so glad I did.
The author with her mom
Sarah Felbin
Hoping I can find everything on my list.
Katie Gunderman
Stepping into the 86th Street location in New York City (past the rainbow lipstick mural) takes me right back to those childhood shopping sprees. You know the vibe: massive sales floor, bright lights (perfect for swatching—and you know we’re testing everything), and seemingly endless, with rows of pristinely organized prestige beauty brands and drugstore favorites alike. As a beauty editor, this is my dream. I literally can’t wait to dive in—even the playlist, stacked with Beyoncé, ABBA, and Dua Lipa, gets me in the mood to do some digging.
Ready to shop ’til I drop!
Katie Gunderman
As I pace the aisles, browsing, swatching, and chatting with the store associates, I find some things I already can’t live without that I know Mom will love, and some new things I can’t wait to introduce her to. Almost without realizing it, I’ve filled my bag with a pile of presents ranging from skin-care devices to makeup to fragrance—and I’ve barely even made a dent in all of Ulta Beauty’s offerings. (There’s always her birthday…and Christmas, too.) Here’s what my haul looked like.
