Industry News

Ulta Opens First Middle East Store

‘The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the US,’ says CEO Kecia Steelman.

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By: Lianna Albrizio

Associate Editor

Ulta Beauty is expanding its international retail footprint with the opening of its first store in the Middle East.

Located at The Avenues in Kuwait, the store will officially open its doors on Nov. 7, 2025. The opening follows the company’s earlier announcement of its partnership with leading international retail franchise operator Alshaya Group.

Following the Kuwait opening, Ulta Beauty and Alshaya Group will continue their regional expansion with new stores in United Arab Emirates at the Mall of the Emirates in January 2026 and Dubai Mall in March 2026. Ulta Beauty will also make its debut in Saudi Arabia with a store at the Red Sea Mall in March 2026.

“Opening our first Ulta Beauty store in the Middle East is a proud moment for our brand and our partnership with Alshaya Group—and an important step in our global growth journey, said Kecia Steelman, President and CEO, Ulta Beauty. “The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the US, while incorporating unique elements that are important to the local consumer. We’re honored to share our expertise for beauty with this vibrant and passionate new community through the hard work of the teams bringing it to life.”

Hallmark Model

Spanning 15,000 square-feet, the store will deliver Ulta Beauty’s signature experience to the region, bringing to life the company’s hallmark model of All Things Beauty, All in One Place through an assortment across categories and price points along with makeup, skin, brow and nail services. Showcasing over 300 beauty and wellness brands, including many that are new to the Middle East and part of the Only at Ulta offering, the curated assortment also features several beloved US brands. These include 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 Kiko Milano and new, emerging local brands such as Bex Beauty, Asteri and Nadine Njeim Beauty.

Additional Ulta Beauty locations are planned across the Middle East as part of the ongoing partnership with Alshaya Group.

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