At Ulta Beauty, I Found Everything I Needed for Mother’s Day

03.05.2026, 18:37 allure.com

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

Hoping I can find everything on my list.

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!

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.

Full bag = happy Mom.

Therabody

Ulta Beauty

First up: An LED mask that'll slot right into Mom's beauty routine.

After raising two kids and running a preschool for over 20 years, my mom has a little more time for self-care these days. To help her make the most of her slower schedule, I’m picking up the TheraFace Mask Glo. It’s a clinically tested LED mask with red, blue, and infrared settings that tackle uneven skin texture, tone, and breakouts—according to 12-week studies with daily use. I’m hoping she’ll enjoy relaxing with it on for a few minutes at the end of a long day with a book in her hand and pup Ace by her side.

Benefit Cosmetics

Ulta Beauty

My mom first introduced me to Benefit Cosmetics in middle school, when she bought me the Porefessional Pore Minimizing Primer and BadGal Bang Mascara to try—two formulas that still very much hold up, by the way. Since then, we’ve swapped hundreds of beauty recs, but we always come back to the brand for makeup that’s fun to use and easy to wear. I made a beeline for Benefit and tossed the Play Daze Airy Soft Matte Liquid Blush into my bag because I know she’ll love the flexible shade range, silky texture, and blurred finish.

It's so hard to choose just one color…

Testing shade Starlaa, Mom's soon-to-be favorite.

Maybelline New York

Ulta Beauty

I’m a firm believer that drugstore mascaras can (and often do) outperform high-end ones. Maybelline’s Lash Sensational Body Washable Mascara is my latest favorite, with an hourglass-shaped wand that grabs every lash and a lengthening formula that adds more drama than some falsies I’ve tried. I immediately grabbed a tube for Mom to try (thankfully, Ulta was fully stocked with all three colors).

Tubes galore.

You're coming home with me.

Charlotte Tilbury

Ulta Beauty

Swipe and glow.

Ever since the Hollywood Flawless Filter first went viral, Mom and I have been devoted Charlotte Tilbury fans. I’m so excited for her to try the new Pillow Talk Long Lasting Blush Balm Sheer Lip Tint, a hydrating balm that comes in six colors that shift into custom shades based on your pH. I’m always trying to get her to branch out from her usual matte mainstays, and I think if anyone can convert her, it’s Charlotte.

Tatcha

Ulta Beauty

Mom has yet to meet a Tatcha product she didn’t like, and this rich (but still lightweight) moisturizer was basically made for her dry skin. The Dewy Skin Cream contains a hydrating trifecta of hyaluronic acid, squalane, and red algae, plus antioxidant-packed Japanese purple rice (which lends itself to the lovely lavender hue) to help block damaging free radicals that can cause dullness, uneven skin tone, and loss of firmness.

Even the packaging is pretty.

My hands have never felt softer (or smoother).

Prada

Ulta Beauty

I recently put my mom onto Prada’s woody, spicy Infusion de Santal Chai—so, for Mother’s Day, I wanted to treat her to another fragrance from the same brand. Paradoxe immediately caught my eye, with its distinctive pink, triangular bottle and warm, floral notes of Neroli, amber, and musk. I know she’ll look forward to spritzing it every morning.

I could spot that pink box a mile away.

Not your average floral.

Nodpod

Ulta Beauty

Sweet dreams.

Mom and I have been devoted Nodpod fans for years. This soothing, weighted sleep mask helps us both drift off quickly, when we’re usually toss-all-night types. The pink version—an Ulta exclusive—is the perfect replacement for her old, worn-out gray one.

I also couldn't help do a little shopping for myself.

It's only fair, seeing as I found everything on my list in record time.

Shop (for mom) 'til you drop:

Now, take a look behind the scenes of Olandria Carthen's red carpet facial appointment:

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