Wearing my two new shadows today, I found that they compare nicely to other drugstore type brands. Ulta Eyeshadow is not as highly pigmeted as some higher end brands, and I don't think they wear quite as well as higher end products, but at $6.50 I wasn't expecting that. In comparison to other brands of the same price, they do quite well. So if you are looking for drugstore range products, Ulta is worth a try since you can try on colors in the store and see just what you are getting before you buy. Further, if you find that you want to compare colors to drugstore brands, or if you want something more pigmented or higher end, you can simply walk to the other side of the store instead of making a special trip elsewhere. They also are very easy to shop online.
I have to admit that I also visited the other, more expensive, side of the store. I couldn't stop myself from also getting a Smashbox eyeshadow and a bottle of Opi polish. Overall, it was a fun field trip, and since the Ulta store is much closer to me than the Sephora store, I'm sure I will be back.