US-based beauty retailer Ulta Beauty is set to make its international debut in the Middle East through a strategic partnership with regional retail franchise operator Alshaya Group, marking a major step in the company’s global expansion strategy.
Under the agreement, Ulta Beauty will open its first Middle East store in Kuwait City at The Avenues Mall, followed by launches in the United Arab Emirates at Mall of the Emirates and Dubai Mall in December. Further expansion is planned in Saudi Arabia, with stores scheduled to open in the first half of 2026.
The new outlets will introduce Ulta Beauty’s signature multi-category retail format to the region, offering a wide range of makeup, skincare, fragrance, haircare, and wellness products. The stores will also feature curated local assortments designed to reflect regional preferences, alongside global brands.
Ulta confirmed that approximately 80 beauty brands will make their Middle East debut through its stores, including its private-label Ulta Beauty Collection. The expansion is expected to broaden product accessibility and introduce new beauty concepts to Middle Eastern consumers.
The move reflects the growing attractiveness of the Middle East beauty market, which is characterized by strong consumer engagement, high spending power, and a deep-rooted culture of beauty and personal care. For Ulta Beauty, the partnership allows the company to diversify its footprint beyond the United States and export its “all-in-one” retail model to a region traditionally dominated by specialist beauty retailers and luxury-focused formats.
With Alshaya Group’s extensive regional expertise and Ulta Beauty’s differentiated retail proposition, the partnership is positioned to reshape the beauty retail landscape across Kuwait, the UAE, and Saudi Arabia in the coming years.
