Blackbookofsecrets OP wrote

More sus unless you look like you are there for your wife/mom. It helps to have a paper list of what "your lady" wants you to buy. Write down a bunch of stuff you know ULTA doesn't sell. If someone asks you if you need help, be nice and cheerful and ask for help on your list. If they recommend alternative products, tell them your lady is extremely picky and wants only those specific brands. Tell them you will text her and see if there is anything else she needs. This will usually put them off your scent.