"ULTA" "having avenged, avenged, having punished" From the deponent verb ulciscor, ulcisci, ultum, so the participle is perfect and active. The question is whether this is a feminine singular form or a neuter plural form. And what is its relationship to "beauty"? A feminine seems more likely perhaps since this is apparently a cosmetics store and nowadays women are more likely to purchase cosmetics. And if this is meant to describe the "beauty" it should be feminine as there are, to my knowledge, no neuter nouns for beauty. It would be interesting to know why this company chose this name and if they knowingly chose the Latin or if they were just going for something "cool" sounding. It's also confusingly close to "ultra," the Latin adverb that has been adopted into English, meaning "beyond, over the top." So is this really meant to be Latin, Latin-sounding for added cachet, or just accidental Latin?