There’s a familiar saying in retail: the customer is always right. It’s meant to remind staff that their job is to help shoppers feel comfortable and supported. Most of the time, when customer–employee interactions go wrong, it’s because a shopper becomes entitled or impatient, creating a scene over something minor. But sometimes, the awkwardness comes from the employees instead, even when they may technically be “doing their job.” For one New York woman, a routine trip to an Ulta Beauty store turned into what she described as an uncomfortable and slightly creepy experience.
According to her, it all began the second she walked through the door. An employee immediately asked if she needed help, which she politely declined. Nothing unusual there, except that moments later, another employee approached and asked the exact same thing. Then another. And another.
The New York woman emphasized that these staff members were close enough to hear her previous responses, which made the repeated interactions feel “really aggressive,” not helpful. Feeling uneasy, she eventually began recording her shopping trip. In her video, she remarked that one blonde employee appeared to be following her around the store. She also mentioned passing the cashier, who she found it odd to see roaming the aisles instead of staying at the register.
Despite the uncomfortable vibe, the New York woman continued browsing and tried to find the items she came for. After leaving the store, she uploaded her experience online, where it quickly drew attention and sparked debate.
Reactions were mixed. Some viewers defended the Ulta Beauty employees, arguing that they were simply doing what retail workers are trained and often pressured to do. With the store appearing nearly empty, several people suggested the staff might have been overly eager to offer assistance or working to meet sales expectations.
“The store is empty, and I guarantee they have a sales quota,” one user wrote. “All retail stores have projected sales goals. Also, we do not know whether that location has a high theft rate. If it feels aggressive, then leave. You do not need them, they need you.”
Another joked, “…never truly alone,” referring to the constant staff presence. Others, however, sympathized with the woman and said they had similar experiences at Ulta locations. One person said they often feel like a shoplifter just walking down the aisles because of how closely employees watch them. Someone else shared that they once had to call for a manager because the hovering staff became too annoying.
There were also users who pointed out that Ulta Beauty has dealt with significant theft issues in recent years, and some stores may intentionally train employees to stay close to customers as a deterrent. “They have huge shoplifting problems and it costs them tons of money,” one commenter wrote. “Employees are trained to constantly engage with customers. If you do not like it, do not shop there. They do it to me too, and I am an old white guy just trying to buy my wife perfume.”
