It's not that the prices are particularly higher than anywhere else, it's that the products they sell are very high end and nowhere except like Marshall's etc has any of those brands for less. So I'd say yes they're all worth the money. Some brands are better than others depending on personal preference but they also have a rewards program that's free :)

It depends on what you're buying! Are you speaking about Ulta brands or just the store in general? It isn't so much about whether or not they're worth more. They sell many of the same brands as Walmart or CVS. But they also sell more high end brands as well as hair products and services. So it's like a one stop shopping experience. You could get your hair cut, brows done, and purchase some new beauty products all in one store. There's also the advantage of knowledgeable staff members who can help you find the right shade of foundation for example.