Ulta to open first Middle East store with more on the way
A beauty & cosmetics retail giant has touched down in a new international market.
Ulta Beauty is set to unveil its first location in the Middle East. Opening on Nov. 7 through a partnership with international retail franchise operator Alshaya Group, the store is located at The Avenues shopping center in Kuwait. It will feature more than 300 brands, including both U.S. and international offerings.
“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 of Ulta Beauty. "The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the U.S., 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.”
[READ MORE: Ulta Beauty taps Johnson & Johnson veteran as its next CFO]
Following the Kuwait opening, Ulta and Alshaya Group will continue their regional expansion with new stores in the United Arab Emirates at the Mall of the Emirates in January 2026 and Dubai Mall in March 2026. Ulta will also make its debut in Saudi Arabia with a store at the Red Sea Mall in March 2026, with more locations in the works as part of the ongoing partnership.
"Our fantastic new partnership with Ulta Beauty is another step forward for Alshaya Group as we bring the very best brands to the region," said John Hadden, CEO of Alshaya Group. “We know that beauty shoppers are excited for Ulta Beauty and can now experience the unique store environment and exclusive access to many brands for the first time in the region.”
At the end of summer, Ulta expanded into Mexico, marking its first international brick-and-mortar locations. Ulta’s first store in Mexico opened on Aug. 21 at Antara Fashion Hall in Mexico City, followed by a location at Galerías Metepec in Metepec on Aug. 30. Ulta said it planned to open seven more locations in Mexico before the year’s end.
In July, Ulta announced it had acquired British beauty retailer Space NK Limited, which operates 83 stores in the U.K. and Ireland along with its online platform.
Founded in 1990, Ulta Beauty operates approximately 1,500 stores across the U.S.
