Ulta Beauty Begins Middle East Expansion with Flagship Store in Kuwait
US retailer teams with Alshaya Group to launch a 15,000-square-foot store in Kuwait as first step in GCC rollout
The US-based beauty-retail leader Ulta Beauty will open its first Middle East store on November 7 at The Avenues mall in Kuwait City, marking the brand’s debut in the region through a partnership with retail-franchise operator Alshaya Group.
The 15,000-square-foot outlet will feature more than 300 beauty and wellness brands, including many making their GCC debut, and is described as the “All Things Beauty, All in One Place®” experience adapted to the local customer.
Ulta Beauty President and Chief Executive Officer Kecia Steelman said the launch is “a proud moment” for the company and a key milestone in its global growth journey, emphasising that the Kuwait store was tailored for the vibrant local beauty-consumer community.
The retailer’s model blends prestige and mass-market brands—spanning makeup, skincare, haircare, fragrance and wellness services—and the Middle East entry signals a bold push into a high-growth beauty market.
Following Kuwait, Ulta and Alshaya expect to open further stores in the region, with a scheduled launch at Dubai’s Mall of the Emirates in January 2026 and another at Dubai Mall in March.
A store in Saudi Arabia is slated for the Red Sea Mall in March 2026, with additional Gulf Cooperation Council locations planned thereafter.
The broader expansion forms part of Ulta’s strategy to diversify internationally, complementing recent acquisitions in the UK and Mexico.
Alshaya Group Chief Executive John Hadden noted that the partnership will bring the full Ulta concept—retail plus in-store services—to the region.
According to reports, about 80 global brands will be introduced across the Middle East launch phase, and the retailer expects to highlight regional emerging labels as part of its assortments.
Retail-industry observers view the launch as a sign of intensifying competition in the Gulf’s beauty-retail market, which has seen strong demand driven by rising disposable incomes, tourism and a young demographic.
Ulta’s ‘beautytaiment’ approach—combining interactive services, brand discovery and social-media engagement—provides the company with a distinctive proposition in the region.
The Kuwait store opening marks the beginning of Ulta Beauty’s Middle East chapter and positions the brand to capitalise on regional demand for both global and local beauty trends.
The 15,000-square-foot outlet will feature more than 300 beauty and wellness brands, including many making their GCC debut, and is described as the “All Things Beauty, All in One Place®” experience adapted to the local customer.
Ulta Beauty President and Chief Executive Officer Kecia Steelman said the launch is “a proud moment” for the company and a key milestone in its global growth journey, emphasising that the Kuwait store was tailored for the vibrant local beauty-consumer community.
The retailer’s model blends prestige and mass-market brands—spanning makeup, skincare, haircare, fragrance and wellness services—and the Middle East entry signals a bold push into a high-growth beauty market.
Following Kuwait, Ulta and Alshaya expect to open further stores in the region, with a scheduled launch at Dubai’s Mall of the Emirates in January 2026 and another at Dubai Mall in March.
A store in Saudi Arabia is slated for the Red Sea Mall in March 2026, with additional Gulf Cooperation Council locations planned thereafter.
The broader expansion forms part of Ulta’s strategy to diversify internationally, complementing recent acquisitions in the UK and Mexico.
Alshaya Group Chief Executive John Hadden noted that the partnership will bring the full Ulta concept—retail plus in-store services—to the region.
According to reports, about 80 global brands will be introduced across the Middle East launch phase, and the retailer expects to highlight regional emerging labels as part of its assortments.
Retail-industry observers view the launch as a sign of intensifying competition in the Gulf’s beauty-retail market, which has seen strong demand driven by rising disposable incomes, tourism and a young demographic.
Ulta’s ‘beautytaiment’ approach—combining interactive services, brand discovery and social-media engagement—provides the company with a distinctive proposition in the region.
The Kuwait store opening marks the beginning of Ulta Beauty’s Middle East chapter and positions the brand to capitalise on regional demand for both global and local beauty trends.
