Ulta Beauty is opening a second Manhattan location, this time in Herald Square. The 12,000-square-foot ft. store will be located on West 34th Street and will open March 5. Store features will include a lofted salon; customized brand expressions from M.A.C, Chanel, Benefit, Clinique, Lancôme and Dyson; a dedicated space for events and educational classes, and a diverse product assortment from brands including Pattern, Briogeo and Keys Soulcare. The store will also have several virtual features such as AI-enabled virtual makeup testing via the GLAMlab testing app, as well as a dedicated buy online and pickup in-store experience.