Black women in the United States are discussing plans to switch to Ulta Beauty salons after complaints about prices, strict booking rules, and requirements for clients to wash and blow-dry their own hair before appointments with some independent hairstylists. An opinion article by the Atlantic Journal-Constitution published on 4 November sounded the alarm of Black women leaving independent stylists in droves for the corporate chain brand.
Social media posts in the last few weeks that were praising the beauty retailer have attracted significant attention, with some customers seeking simpler booking arrangements. Ulta's growing popularity also comes after years of investment in textured-hair training, recruitment and services.
Customers Question Booking Rules and Extra Charges
Sophia Ederaine, a Houston-based dermatologist, described difficulty finding hairstylists who could provide deep conditioning and trims while working with her hair texture. She recalled requirements for clients to wash and blow-dry their own curls before appointments with some independent stylists.
Ederaine described some booking policies as having 'a hundred rules.' She also recalled salon visits with her mother, twin sister and aunt while growing up, an experience she has struggled to recreate as an adult.
Other customers have complained online about nonrefundable deposits, cancellations and additional fees. The debate has expanded to the price of specialist hair services and the work customers are expected to complete before an appointment.
Some independent hairstylists argue that their fees reflect expenses such as rent, supplies, labor, and the time required for specialized services. As independent businesses, many of them struggle for fair price in their work without pricing out their clientele.
In a separate dispute involving an independent hairstylist, Beauty Independent reported that Houston-area stylist India Bridges faced online criticism over a $1,100 sew-in that included a $150 hair-density charge.
Ulta Salon Videos Draw Millions of Views
TikTok creator Brittany Ohh has shared positive experiences with Ulta salons, including coloring, a short bob and hair-extension services. She said she had received various treatments at Ulta without paying more than about $200 per visit. Her account reflects her personal experience, not standard pricing across Ulta locations.
One of her videos had attracted about 1.2 million views and more than 185,000 likes when Beauty Independent examined the trend on 2 November. Other customers posted salon results or discussed trying the retailer.
Ulta Beauty lists services including silk presses, relaxers, texture sets, texture waves, perms, and keratin treatments. Silk press prices range from $80 to $125, depending on stylist experience and location. Customers can book appointments online without providing a credit card.
Those prices do not apply to every treatment. Costs and stylist availability vary by service and location, and not every Ulta stylist specializes in every textured-hair technique.
Years of Textured-Hair Training Precede Viral Interest
Ulta Beauty brought hairstylist and educator Pekela Riley onto its professional team in 2018. Riley, who owns Salon PK in Jacksonville, Florida, worked with the retailer until 2023 on textured-hair education, recruitment of Black hairstylists, and efforts to integrate textured hair into services, merchandising and marketing.
The training program covered detangling, haircare requirements, styling techniques, and the cultural context of textured hair. In July 2026, Ulta Beauty announced a partnership with Black Beauty Roster to pilot an All Textures Certification program with written and practical assessments. The initial rollout targeted selected Ulta Beauty Services District Educators in the Northeast, with broader expansion planned for 2027; it was not a certification already held by every stylist.
The retailer also sells and uses textured-hair products from brands including Pattern Beauty and Cécred. Beyoncé's Cécred entered more than 1,400 Ulta stores in April 2025, with products also incorporated into salon services.
Surge in Demand Brings New Challenges
Some Ulta hairstylists and other Reddit users have reported fuller appointment books and staffing constraints. In a Reddit discussion on Oct. 28, commenters claimed some locations had only one or two stylists qualified to perform silk presses. Others said customers booked blowouts when they intended to request silk presses.
Ulta Beauty did not respond to Beauty Independent's request for comment on the attention surrounding its salons. For the 26 weeks ended Aug. 1, 2026, salon services accounted for approximately 4% of the retailer's net sales, while hair care products represented 19%.
