Dubai, UAE — Ulta Beauty, the largest specialty beauty retailer in the United States, is set to make its debut in the Middle East, marking a significant milestone in its international expansion strategy. This move is poised to reshape the regional beauty retail landscape, introducing a unique blend of high-end and mass-market beauty offerings to a discerning consumer base.
Strategic Partnership with Alshaya Group
Ulta Beauty has partnered with the Kuwait-based Alshaya Group, a leading international retail franchise operator, to bring its stores to the Middle East. The collaboration aims to leverage Alshaya’s extensive regional expertise and retail network to establish Ulta Beauty as a prominent player in the Middle Eastern beauty market.
Store Openings and Expansion Plans
The first Ulta Beauty store is scheduled to open at The Avenues in Kuwait City, followed by flagship locations at Mall of the Emirates and Dubai Mall in the UAE by the end of 2025. Saudi Arabia is expected to see its first Ulta Beauty store in the first half of 2026.
Product Assortment and Local Adaptation
Ulta Beauty’s Middle Eastern stores will feature a multi-category format encompassing makeup, skincare, fragrance, haircare, and wellness products. Approximately 80 brands, including Ulta’s own Beauty Collection, will make their regional debut. The product assortment will be tailored to local preferences, with a strong emphasis on fragrances and curated regional and global brands.
Global Beauty Exchange
In a strategic move to foster a two-way exchange in the beauty industry, Ulta Beauty plans to scout Middle Eastern beauty brands for potential introduction into the U.S. market. CEO Kecia Steelman envisions this initiative as a “power of globalization,” aiming to bring curated regional brands to a global audience.
Impact on Regional Retail Dynamics
Ulta Beauty’s entry into the Middle East is expected to intensify competition in the regional beauty retail sector, traditionally dominated by players like Sephora and local brands. The introduction of Ulta’s diverse product range and unique retail experience is anticipated to elevate consumer expectations and drive innovation among existing retailers.