9.29.18: update: Still my favorite place to get advice and products.
2017: This place is a treasure in Santa Monica. The staff is very knowledgeable. I have been going here for years and have never been disappointed. And they carry products you will never ever find in the more commercial places like Ultra. For example, they are the only beauty supply I have found to carry Brett Freedman products. His eyebrow products are better than any other. And they have a special line hair products that have saved my swimming-every-day hair.
This is one local business it is very important to support. Besides having an incredible array of products, they know their products, and they take the time to know you and your face, and your needs. You'll see them outside all the time checking the makeup a customer just applied in the sunlight to be sure they got it just right. This is a good business run by the kindest most caring people. I offered 6 months ago to give them a yelp review. And here it is. Finally! (and I didn't change my opinion in all that time lol)
PS I just read the review saying the owner is not good to the employees. There must have been a reason if something odd happened. If you want to know how the owner is just look at his employees. If they go out of their way for you and have good spirit, believe me, their employer is a good man. I have watched their interchanges for years. That must have been a very odd day.