First of all, their "Ultamate Rewards" program is second-to-none now that you no longer have to use your points on selected items. They keep expanding (and sometimes reducing) the beauty/haircare lines they offer which allows you to see and sample a lot of the higher-end lines you're always hearing about or seeing in magazines.
They almost always have a coupon running, most often for $3.50 off a $10 or $15 purchase. Their Golden Ticket promo is a 20% off your entire purchase... of course you won't see them very often. Without a coupon, I'd recommend shopping around online for better prices as Ulta is consistently MSRP (retail price). I really hate to say this but try products in-store and then price shop other places.
Base Minerals, MAC, Clinique, Dr. Perricone, Peter Thomas Roth, Kenra, Joico, OPI, Anastasia Beverly Hills, Urban Decay... if I am "speaking your language," you probably already shop here? If you don't know about them, be very VERY excited when they open in your area. I promise that their signature orange color will become your new favorite color!