Paramus is basically the mall capital of the world. If you live anywhere near Route 4 or Route 17, you know the drill. Traffic is a nightmare, but the shopping is unmatched. Right in the middle of that chaos sits the Ulta Bergen Town Center, a spot that somehow manages to feel like a sanctuary even when the parking lot outside is a total disaster. Honestly, most people just call it the "Target mall" Ulta, but it’s grown into something much more significant than a quick stop after a grocery run.
It's massive.
When you walk in, the first thing that hits you isn't the smell of perfume—though that's definitely there—it's the sheer scale of the prestige section. While some smaller Ulta locations feel like glorified drugstores with a few fancy lipsticks, the Bergen Town Center branch operates on a different level. It’s a bridge. It bridges the gap between the high-end luxury you find at the Garden State Plaza across the highway and the practical, "I just need a reliable mascara" energy of a local strip mall.
What’s Actually Happening Inside Ulta Bergen Town Center
You’ve got two distinct worlds here. On one side, you have the "Mass" section. This is where the Maybelline, L’Oréal, and e.l.f. live. It's affordable. It’s crowded on Saturdays. Then, you cross that invisible line into "Prestige." We’re talking Hourglass, Chanel, and Natasha Denona. The layout at the Bergen Town Center location is specifically designed to keep these worlds separate but accessible, which is why you’ll see teenagers hunting for TikTok-famous blush right next to someone getting a $150 skin consultation.
The Salon at Ulta Beauty is the secret weapon of this specific location. It isn't just a place for a quick trim. They offer full-service hair color, brow shaping at the Benefit BrowBar, and even Dermalogica skin treatments. Because Paramus is such a competitive market for beauty services—there are high-end salons every ten feet in North Jersey—this Ulta has to keep its talent level high. If they didn't, people would just walk across the street.
The Benefit BrowBar Factor
If you haven't been, the BrowBar is usually tucked into a corner. At Bergen Town Center, it’s a high-traffic zone. The estheticians there are seasoned. They handle everything from simple waxing to tinting and lamination. It’s often fully booked on weekends, so if you’re planning a Saturday trip, you basically have to use the app to snag a spot three days in advance.
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The Local Competition: Ulta vs. Sephora in Paramus
Let's get real for a second. Paramus has a Sephora in almost every direction. There’s one in the Garden State Plaza and another in the Fashion Center. So, why do people choose the Ulta at Bergen Town Center? It’s the points. The Ultamate Rewards program is widely considered superior to Sephora’s Beauty Insider because it offers actual cash off your purchase rather than just small samples.
Also, the parking.
While the Bergen Town Center lot can be stressful, it’s nothing compared to the labyrinth of the Garden State Plaza. You can park near the Whole Foods or Target entrance, run into Ulta, and be back in your car in twenty minutes. That "quick trip" factor is a huge draw for local moms and busy professionals who don't want to spend three hours navigating a mega-mall just for a bottle of dry shampoo.
Brand Exclusives and Inventory
Inventory management here is surprisingly tight. Because of the high turnover, they get shipments frequently. If a new Fenty Beauty drop or a rare fragrance happens, this location usually has it in stock longer than the New York City stores. They carry brands like:
- Dyson: Usually have the Airwrap on display to test.
- The Ordinary: A massive wall of affordable skincare.
- MAC Cosmetics: A full-service counter with dedicated artists.
- Clinique: Often has a specialist on-site.
The "Sunday Problem" in Bergen County
If you are new to the area, this is the one thing that catches everyone off guard. Blue Laws. Bergen County has some of the strictest Blue Laws in the country. This means that almost all retail stores—including Ulta Bergen Town Center—are closed on Sundays.
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It’s a weird quirk of living here. You can buy groceries at the Whole Foods next door on a Sunday, but you cannot buy a lipstick. This creates a massive surge of shoppers on Friday nights and all day Saturday. If you go on a Saturday afternoon, be prepared for a crowd. It’s loud. It’s busy. The lines can wrap around the fragrance section.
Honestly, the best time to visit is Tuesday morning. If you can swing a weekday visit, the store is quiet, the testers are clean, and the staff actually has time to help you find your foundation shade without being interrupted every thirty seconds.
Navigating the Beauty Services
Most people forget that Ulta is more than a store; it’s a service provider. At the Bergen Town Center location, the back of the store is a fully functioning salon. They use Redken color and have stylists who specialize in everything from textured hair to platinum blonding.
Pricing is tiered based on the stylist’s experience. You’ll see "Professional," "Senior," and "Master" stylists. It’s a bit like a tiered video game character system. A haircut with a Master stylist will cost more, but they’ve usually been at that specific location for years and have a loyal client base that follows them.
Then there’s the MAC counter. It’s one of the better-staffed MAC stations in the area. They do full makeup applications for proms, weddings, or just a night out. In a town like Paramus, where the "Jersey Girl" aesthetic is a real and thriving thing, these artists are experts at high-glam looks.
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Clinique and Skin Consultations
If you’re struggling with breakouts or aging, the skin station near the middle of the store is where you want to head. They have high-tech skin analysis tools that can look at your moisture levels and sun damage. It’s free, usually, and they won't pressure you to buy a $200 cream—they’ll actually suggest things from the "cheap" side of the store if it works better for your skin type.
Addressing Common Misconceptions
One thing people get wrong about this Ulta is thinking it's an "outlet" store just because it's in the Bergen Town Center. While the mall itself has several outlet stores (like Nordstrom Rack and Bloomingdale's The Outlet Store), the Ulta is a full-price, standard retail location.
You aren't getting last season’s leftovers. You’re getting the exact same products you’d find on Fifth Avenue. However, because it's surrounded by outlets, you can often find better deals in the "clearance" towers at the end of the aisles. These towers are where the real treasures are—discontinued palettes or holiday sets that didn't sell out, often marked down by 50% or more.
Another misconception is that the staff isn't as trained as those at Sephora. In reality, Ulta employees often have more specialized brand training because the store hosts "brand takeovers" where representatives from companies like Lancôme or Tarte come in specifically to train the staff on new formulas.
Actionable Tips for Your Visit
To get the most out of your trip to the Ulta at Bergen Town Center, you need a strategy. Don't just wander in.
- Check the Circular: Before you go, look at the Ulta app. They almost always have a "$3.50 off $15" coupon for non-prestige items.
- The "Birthday" Trick: If it's your birthday month, you get double points and a free gift. This location is usually good about keeping the birthday gifts in stock, whereas smaller stores run out.
- App Pickup: If you hate crowds, use the "Buy Online, Pick Up In Store" (BOPIS) feature. They have a dedicated counter right near the entrance. You can skip the line entirely.
- The Sample Game: If you're buying a prestige fragrance, ask for samples. They don't always put them in the bag automatically, but if you ask nicely, the associates usually have a drawer full of high-end vials.
- Parking Strategy: Park on the side near the Post Office or the Marshalls entrance. It’s a bit more of a walk, but it’s much easier to exit back onto Forest Avenue or Route 4 than trying to fight the traffic directly in front of the main mall entrance.
The Ulta at Bergen Town Center is a powerhouse of the North Jersey beauty scene. It’s a place where you can spend five dollars or five hundred dollars and be treated exactly the same. Just remember: stay away on Sundays, keep your coupons ready, and don't be afraid to ask for a sample of that expensive perfume you’ve been eyeing.