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Biz Buzz: Ulta Beauty opens in Baxter

With a freshly hung "now open" sign, Ulta Beauty opened its doors to waiting customers Friday in the new retail development in Baxter. Renee Richardson / Brainerd Dispatch

BAXTER—For the third time in recent weeks, customers lined up Friday outside the latest retailer to open in the new Baxter development by Costco, known as Central Lakes Crossings.

Ulta Beauty, on Elmwood Drive, didn't have quite the fanfare of its counterparts of PetSmart or T.J. Maxx. And while the line was smaller, there were people who arrived with enthusiasm for the beauty store, which is the last to open this year in the development.

Ulta Beauty has aisles upon aisles of beauty products and a styling salon. Brand names include bareMinerals, Benefit, Urban Decay, IT Brushes for Ulta, NYX, Maybelline and L'Oreal along with Dermalogica, Mario Badescu, Philosophy, Olay, Neutrogena and Aveeno.

The store has skincare and fragrances for men. Brand names include: Marc Jacobs, Calvin Klein, Estee Lauder, Gucci, Vera Wang and Dolce & Gabbana.

The store has professional hair tools, products for nail care and, of course, Ulta Beauty's own collection for makeup, skincare, bath and body and haircare. Product lines include: Redken, Matrix, Living Proof, Sexy Hair and Carol's Daughter, CHI, Hot Tools, Paul Mitchell Neuro and Dyson, OPI, Essie and Sally Hansen.

The company reported the Baxter location will feature 20,000 beauty products across 500 brands, as well as a full-service salon. Nationwide the company has 1,010 retail stores in 48 states and the District of Columbia. Friday after she opened the store for the first time and welcomed customers, Lori Perna, district manager based in Minneapolis, said there are 22 stores in Minnesota, South Dakota and North Dakota.

In celebration of its grand opening, the first 100 guests each day from Oct. 13-15 are expected to receive a "beauty treat" valued from $5 to $100 and an opportunity for a salon appointment or facial at the Dermalogica Skin Bar.

"Ulta Beauty experts are available all weekend to offer free consultations and customized product recommendations," the company reported.

"Ulta Beauty is revolutionizing the beauty experience for all by providing all things beauty, all in one place," said Casey Foxen, who manages all grand openings for Ulta Beauty, in a news release. "We are truly a premier beauty destination for Baxter, and our Ulta Beauty experts are ready to help guests explore and lose themselves in the world of beauty."

Ulta Beauty opened its first store in 1990. Each store has a full-service salon with hair, skin and brow services. The Baxter store employs about 25.

Perna said this Sunday, Oct. 8, the store is featuring an event for walkins with proceeds going to benefit breast cancer research.