This Ulta Beauty store is a great addition to Elizabeth City, with a wide variety of products and knowledgeable staff. The store is well-organized and clean, making it easy to navigate and find what you're looking for. However, there have been some issues with customer service, with some customers reporting difficulty getting help from staff. In one instance, a customer had to wait 15 minutes to checkout due to only one associate being available. Another customer had a negative experience with a staff member who didn't seem to know how to recommend products for different skin types. On the other hand, many customers have had great experiences with the staff, who are friendly and helpful. The store has a brow bar and a hair salon, which is a great bonus. The prices are competitive, but some customers have reported issues with returns and exchanges. Overall, this store has the potential to be a great destination for beauty enthusiasts, but it needs to work on providing consistent customer service. The lack of sufficient staff during peak hours is a major issue that needs to be addressed.