Ulta Beauty UAE launch marks a major milestone for the global beauty retailer as it opens flagship stores across the Gulf, introducing over 80 exclusive brands.
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Ulta Beauty UAE launch marks a major milestone for the global beauty retailer as it opens flagship stores across the Gulf, introducing over 80 exclusive brands.
Ulta Beauty UAE launch marks a major milestone for the global beauty retailer as it opens flagship stores across the Gulf, introducing over 80 exclusive brands and innovative “beautytainment” experiences. The American beauty giant, which operates over 1,500 stores in the US, is partnering with Alshaya Group to bring its signature retail concept to the region — combining luxury, affordability, and immersive shopping under one roof.
The first Ulta Beauty stores in the GCC will open at The Avenues in Kuwait, followed by two UAE locations — Mall of the Emirates and Dubai Mall. These large-format stores will showcase the brand’s signature mix of global labels and regional innovations, spanning skincare, fragrance, wellness, haircare, and makeup.
CEO Kecia Stillman said the brand’s entry into the UAE and GCC comes after recognizing the market’s readiness and sophistication. “Consumers here are incredibly educated, digitally savvy, and eager for immersive beauty experiences,” she said. “Our partnership with Alshaya allows us to access some of the most sought-after retail destinations in the region.”
Among the 80 new brands debuting with Ulta Beauty in the Middle East is Polite Society — the latest from the creators of Too Faced — available exclusively through Ulta. The retailer also plans to spotlight regional entrepreneurs by dedicating in-store sections to Middle Eastern beauty founders, creating a bridge for local brands to eventually enter the US market.
Ulta’s “beautytainment” concept will redefine in-store engagement with live events, product demos, and social media activations in central event spaces. Each store will feature service zones offering nail care, makeovers, and private treatment areas tailored for regional preferences.
“Shopping beauty should be fun,” Stillman emphasized. “We’re bringing a true experience where people don’t just buy products — they immerse themselves, learn, and celebrate beauty.”
The company also confirmed aggressive expansion plans beyond its initial GCC openings, with Saudi Arabia set to follow in 2026 as Ulta Beauty aims to position itself as the region’s most dynamic and inclusive beauty retailer.
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