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The opening will be followed by new Ulta stores in the Dubai Mall and Red Sea Mall in Jeddah this spring.
January 26, 2026
By: Lianna Albrizio
Associate Editor
Ulta Beauty will debut in the United Arab Emirates (UAE) with the opening of its store in Mall of the Emirates on Jan. 29.
In partnership with Alshaya Group, a leading international retail franchise operators, the opening marks what officials call a major milestone in Ulta’s global expansion, building on from the first store opening in Kuwait on Nov. 7, 2025. The Mall of the Emirates opening will be followed by new Ulta Beauty stores in Dubai Mall and Red Sea Mall in Jeddah on March 27 and May 7, respectively.
“The UAE launch marks an exciting milestone for Ulta Beauty and Alshaya Group as we continue our expansion in the Middle East and bring our distinctive beauty experience to the region,” said Ulta CEO Kecia Steelman. “We are proud of the teams who brought this vision to life and look forward to welcoming guests in Dubai to discover a destination where beauty, self-expression and possibility come together.”
The Mall of the Emirates opening introduces Ulta’s all-inclusive beauty destination to the UAE, offering makeup, skin care, hair care and fragrance – from prestige to mass and emerging brands – as well as in-store makeup, skin, brow, and nail services delivered by category experts. The curated assortment features several new and exclusive beloved US brands, such as Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, along with global favorites such as Peter Thomas Roth and RMS and new, emerging local brands.
From Jan. 30 to Febr. 7, a series of in-store events will feature product demonstrations, giveaways and founder appearances. Participating regional entrepreneurs include celebrated singer Balqees Fathi, founder of Bex Beauty; Sara AlRashed of Asteri; Noha Nabil Beauty; Bassam Fattouh Cosmetics; Vimi Joshi Beauty and Mina Al Sheikhly.
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