Dozens of people hoping to be one of the store's first 100 customers lined up outside for its grand opening Friday.
Ulta, a beauty supply store, had a "soft opening" two weeks ago. Its grand opening, scheduled for Friday and Saturday, offered deals on haircuts and facials—and free gift bags to the first 100 customers after the doors opened at 9 a.m.
"It's been a tremendous turnout," said Keith Karmody, the general manager of the store. "The response has been amazing—overwhelming."
In addition to an extensive collection of makeup, nail polish, body washes and other beauty products, the South Bay Ulta location offers a Benefit brow bar where people can get their eyebrows shaped, a hair salon, and a Dermalogica skin bar that offers facials.
The low prices, however, seemed to be what drew many customers.
"I really liked it … they have some killer prices," said Gina Gores, who lives in Hollywood.
Redondo Beach resident Ruth Yu said she's "happy [a store]'s close, although that's not great for [her] budget."
Gardena resident Rachel Baumsten, who had never visited an Ulta store before, was impressed by the variety of makeup brands in addition to the company's own brand.
"This is pretty neat," she said, later adding: "I have a feeling I'll be back here."
Ulta Beauty is the third store to open in the new South Bay Marketplace located south of the South Bay Galleria; opened first, and joined it .
According to Karmody, the shopping center will soon be home to a Nordstrom Rack, a bakery, a sandwich store, a Verizon Wireless retailer and an Islands restaurant.