ULTA Beauty gears up for Friday opening at Patriot Place

ULTA Beauty, a beauty-store chain whose marketing mantras include, “Dare to be a more fabulous you,” is set to open its newest location Friday at Patriot Place, the entertainment-and-shopping complex next to Gillette Stadium in Foxborough.

Photo taken from the fragrance section of ULTA Beauty’s online catalog.

Opening weekend festivities include some free makeovers and free consultations from experts in cosmetics, skin, and hairstyling, the chain said.

The 10,000-square-foot beauty store, which includes a full-service salon, will be ULTA Beauty’s eighth Massachusetts location. It will offer more than 20,000 products in such categories as cosmetics, fragrance, hair care, skincare, bath, and salon styling tools.

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ULTA Beauty operates roughly 540 stores across the US.

Patriot Place features 17 casual to high-end restaurants and other nightlife venues as well as stores, boutiques, and a 14-screen Showcase Cinema De Lux.