What's the 'vibe' at makeup stores in your country/area?

I'm originally from the US but left in 2007. I had never heard of Ulta before this sub - all of my American makeup shopping experiences were through Sephora and sometimes drugstores.

I feel like scrolling through the Sephora website gives you a good feel for what their stores are like. The colour palette/design is the same, there are lots of testers, and they generally play catchy music. In my experience, Sephora stores generally do a good job of making shopping for makeup feel chic, fun, and pampering, though I find sometimes the music can be too loud and clubby or the perfume section can be overpoweringly smelly.

Looking at the Ulta website leaves me totally confused as to what an Ulta store is actually like. I'm also curious about stores in other countries. What is the overall vibe or environment of the places you buy makeup? I'll list some of the ones I'm familiar with in the comments.