Ulta Beauty Makes Middle East Debut With Kuwait Store, Plans Expansion in Dubai and Saudi Arabia

Ulta Beauty has landed in the Middle East.

After debuting internationally in Mexico earlier this year, the Bolingbrook, Ill.-based beauty retailer is planting its flag in Kuwait.

Located at The Avenues in Kuwait, the store will open its doors on Friday through its partnership with franchise operator Alshaya Group.

“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 chief executive officer 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.”

Spanning 15,000 square feet, the store will offer 300 beauty and wellness brands, including many that are new to the Middle East. The curated assortment features U.S. brands Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, along with Peter Thomas Roth and Kiko Milano and emerging local brands such as Bex Beauty, Asteri, and Nadine Njeim Beauty.

Next on Ulta’s list is Dubai, with the Mall of the Emirates in January 2026 and Dubai Mall in March. Ulta Beauty will also make its debut in Saudi Arabia with a store at the Red Sea Mall in March, while additional Ulta Beauty locations are planned across the Middle East as part of the ongoing partnership with Alshaya Group.

Ulta also expanded into the U.K., with its acquisition of Space NK earlier this year.

As for potential new markets in the future, Steelman previously told WWD that finding the right partner is key. “Finding the right partner to move in a marginally creative way that doesn’t put a ton of risk to our core business and organization in the United States, that’s always going to be our top priority,” she said.