Ulta Beauty Middle East Expansion is officially on the horizon, signaling an exciting new chapter for beauty enthusiasts across the Gulf region. Ulta Beauty, the United States’ largest specialty beauty retailer, is bringing its wide-ranging products and in-store services to Kuwait and Dubai. This move introduces Middle Eastern consumers to Ulta Beauty’s unique retail model, combining thousands of beauty products with salon services in a single, immersive experience.
The expansion marks a significant milestone in Ulta Beauty’s global growth strategy, highlighting its ambition to reach beauty markets beyond the U.S. With a partnership forged with Alshaya Group, one of the Middle East’s leading retail operators, Ulta Beauty is poised to establish itself as a prominent player in the region’s thriving beauty industry.
The Strategic Partnership with Alshaya Group
Alshaya Group, known for bringing international brands to the Middle East, has played a crucial role in Ulta Beauty’s entry into the GCC. The partnership, announced in early 2025, combines Ulta Beauty’s retail expertise with Alshaya’s deep understanding of the regional market.
Alshaya operates more than 90 international brands across retail, food, and fashion sectors in the Middle East. This experience ensures that Ulta Beauty’s stores will resonate with local consumers while maintaining the brand’s signature U.S.-style shopping experience. The partnership also enables efficient supply chain management, tailored marketing strategies, and a seamless introduction of Ulta Beauty products to the Middle Eastern market.
This strategic collaboration ensures that Ulta Beauty’s stores will be fully equipped to meet the expectations of beauty-savvy consumers, delivering a premium shopping environment combined with high-quality customer service.
Prime Locations: Kuwait and Dubai
Ulta Beauty’s first stores will open in two of the region’s most influential retail hubs. The inaugural store is set to open at The Avenues in Kuwait in October 2025. Known for its luxurious shopping experience and high foot traffic, The Avenues is the perfect location to introduce Ulta Beauty to Kuwaiti consumers.
Following this, a flagship store will debut at Mall of the Emirates in Dubai, a location synonymous with international retail excellence and tourist activity. Dubai’s position as a cultural and commercial hub ensures maximum visibility for the brand, reaching both residents and visitors seeking high-quality beauty products.
These first stores are designed not only to sell products but to offer immersive experiences. From makeup tutorials to personalized skincare consultations, shoppers will be able to enjoy services that set Ulta Beauty apart from typical retail outlets.
A Wide Range of Products and Services
Ulta Beauty is celebrated for offering over 25,000 products from more than 600 brands, catering to all ages, genders, and beauty preferences. Middle Eastern consumers can expect a curated selection of makeup, skincare, haircare, fragrances, and beauty tools, featuring both affordable favorites and luxury brands.
Some of the brands expected to be available include e.l.f. Cosmetics, Tarte, it Cosmetics, and ColourPop, alongside high-end labels like Chanel, Dior, and Fenty Beauty. The goal is to provide an inclusive shopping experience that appeals to beginners, enthusiasts, and professional beauty artists alike.
In addition to retail offerings, Ulta Beauty’s signature salon services will be a key feature. Haircuts, styling, blowouts, and skincare treatments will complement the product experience, creating a holistic approach to beauty retail. This combination of products and services ensures that every visit is more than a shopping trip—it’s a full beauty experience.
Understanding the Middle Eastern Beauty Market
The Middle East represents a dynamic and rapidly growing beauty market. Valued at $46 billion and projected to reach $60 billion by 2025, the region is a hotspot for beauty consumption. Rising disposable income, increasing awareness of international trends, and a young, affluent population are key factors driving demand.
The GCC countries, particularly the UAE and Saudi Arabia, are leading this growth. Dubai, with its high concentration of luxury shoppers, sophisticated retail infrastructure, and status as a tourism hub, provides an ideal launchpad for international beauty brands like Ulta Beauty. Similarly, Kuwait’s growing urban population and strong retail culture make it an attractive entry point.
Moreover, beauty trends in the Middle East are evolving. Consumers are increasingly seeking products that align with their personal values, including clean beauty, cruelty-free brands, and skincare with advanced formulations. Ulta Beauty’s broad range of products and services positions it perfectly to meet these evolving needs.
How Ulta Beauty Stands Out
Several factors distinguish Ulta Beauty from other beauty retailers in the Middle East:
- Product Diversity: Ulta Beauty offers both mass-market and luxury products under one roof, unlike many competitors that focus on either end of the market.
- In-Store Experience: The combination of retail and salon services ensures customers receive personalized consultations and hands-on experiences.
- Brand Discovery: Ulta Beauty frequently introduces emerging brands, giving consumers access to exclusive and trendy products.
- Accessibility: With a focus on affordability and inclusivity, Ulta Beauty aims to cater to a wide demographic, from teenagers to professionals.
By emphasizing these elements, Ulta Beauty creates a destination shopping experience that goes beyond simply purchasing products—it’s about exploring beauty, experimenting, and enjoying the process.
Future Expansion Plans in the GCC
The initial store openings in Kuwait and Dubai are only the beginning. Ulta Beauty has announced plans for further expansion across the GCC region in the coming years. Potential locations for 2026 include Saudi Arabia, Qatar, and Bahrain.
The phased expansion strategy is designed to establish Ulta Beauty as a household name across the Middle East. By gradually increasing its presence, the brand can adapt its product offerings and services to meet the unique needs of each market while maintaining a consistent shopping experience.
As Ulta Beauty grows in the region, it will likely introduce localized marketing campaigns, loyalty programs, and collaborations with local influencers, further strengthening its connection with Middle Eastern consumers.
Consumer Excitement and Anticipation
The announcement of Ulta Beauty Middle East Expansion has generated considerable buzz among beauty enthusiasts. Social media platforms are abuzz with discussions about potential product launches, salon services, and exclusive collaborations. Consumers are particularly excited about access to brands that were previously unavailable locally and the opportunity to experience the full Ulta Beauty concept in their region.
Beauty bloggers, influencers, and makeup artists are already speculating about the impact Ulta Beauty could have on local trends. The brand’s emphasis on diversity, inclusivity, and innovation aligns well with the Middle East’s growing beauty culture, making it a highly anticipated arrival.
Ulta Beauty’s Impact on the Regional Retail Landscape
Ulta Beauty’s entry into the Middle Eastern market is more than just a new retail opening—it signals a shift in the region’s beauty industry. By combining high-quality products with immersive services, Ulta Beauty sets a new standard for beauty retail.
This expansion could inspire other international beauty brands to consider the GCC as a prime growth market. Additionally, it provides local consumers with more options and elevates the overall standard of beauty retail experiences in the region.
Conclusion
Ulta Beauty Middle East Expansion represents a landmark moment for beauty retail in the Gulf. The partnership with Alshaya Group ensures a strong foundation for growth, while the first stores in Kuwait and Dubai provide consumers with a comprehensive beauty experience unlike anything currently available locally.
With an extensive range of products, expert in-store services, and ambitious expansion plans, Ulta Beauty is set to become a major player in the Middle Eastern beauty market. This move promises to redefine how consumers shop for beauty, combining discovery, indulgence, and convenience in one place.
For beauty enthusiasts in the Middle East, Ulta Beauty is not just a store—it’s a destination where trends, luxury, and personal care meet. The countdown to the grand openings has begun, and excitement is building for what promises to be a transformative era in regional beauty retail.
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