Hauled Away

ULTA shoppers show off everything they bought in a new trend sweeping YouTube called a "haul"

Like a modern-day version of calling your best friend to tell her what you bought at the mall, hauls (homemade videos uploaded to YouTube where girls show off their latest and greatest purchases) are the newest trend in shoppers sharing their favorites. And ULTA, a mecca for beauty bounty from makeup to moisturizers, is a favorite destination of some of the web's most popular vloggers (that's "video bloggers" to those unfamiliar).

From college students to up-and-coming makeup artists, ULTA fans are reaching out to thousands of friends and followers online to show off what's in their shopping bags-from the new products they can't wait to test out to tried-and-true favorites they can't live without. "There's a sense of pride in defining what your style is and who you are to your friends. And the Internet has made it easier to define who you are to a greater amount of people," says Candace Corner, ULTA social media manager. "Whenever you're thinking about anything you want to buy, you might counsel a friend. It's a way of counseling a lot of friends on a much greater scale."

Sonia Scouts for Deals
One of the best parts of a haul is picking up some real-life beauty tips from girls across the globe. Hauls can introduce you to a favorite new mascara or otherwise unknown eye cream, surprise you with alternative uses for products or even offer a quick tutorial. California twentysomething vlogger Sonia Castaneda has gained a loyal following for her ULTA hauls, where she tests out affordable Almay foundations, reminds viewers of great two-for-one deals.

After stumbling on video tips for sexy hair, she was inspired to start her own hauls. "I enjoy it because it's fun, exciting, new, and who doesn't like showing their friends the new makeup, clothing, and beauty products they bought and are loving/hating at the moment?" Castaneda says. "I love ULTA because it's a one stop shop! It's like the best part of the department store and drugstore under one roof."

Divya's Palette Obession
Recent college grad Divya Chelliah of Atlanta loves posting her ULTA hauls featuring quests for the perfect blush and voluminizing lashes because, "All the products, whether for makeup, for hair or for body, are so well organized and easy to find," she says. "I find out about a lot of new products through others' haul videos. I am just glad to promote products that I truly believe in." One her favorite products are the palettes. "ULTA so often puts out amazing palettes that come at amazing prices, and I love their attractive packaging! It makes it all the more fun to wear makeup!"

Check out how other shoppers are stocking up: Search "ULTA haul" on YouTube, and get inspired.