DUBAI: US cosmetics store chain Ulta Beauty is preparing to expand into the Middle East, with openings planned in Saudi Arabia, the UAE and Kuwait.
“The Middle East is one of the world’s largest and fastest-growing beauty markets, with a consumer who is both passionate about beauty and deeply engaged with global trends,” Ulta Beauty President and CEO Kecia Steelman told Arab News recently.
The partnership will be with Kuwaiti franchise operator Alshaya Group, she added.
The first store will open in Kuwait City at The Avenues, followed by branches at Mall of the Emirates and Dubai Mall in the UAE in December, with Saudi openings planned for the first half of 2026.
Kristin Wolf, senior vice president at Ulta Beauty, said the stores will feature a wide portfolio across price points and categories, with 80 making their Middle East debut, including the Ulta BeautyCollection.
Kristin Wolf is the senior vice president at Ulta Beauty. (Supplied)
The company confirmed that store layouts will include makeup, skincare, fragrance, haircare and wellness, with localized sections for regional founders and brands.
Wolf said: “Ulta Beauty stands apart because we bring ‘All Things Beauty, All in One Place’ through a unique business model and varied assortment.
“From everyday essentials to luxury products, Ulta Beauty offers something for every beautyenthusiast all under one roof.”
“This breadth and accessibility has allowed us to disrupt the US beauty market, and we see significant whitespace to introduce this differentiated shopping experience to guests in the Middle East,” she added.
Steelman said skincare was “absolutely a priority for Ulta Beauty and a category where we see tremendous growth and opportunity worldwide.”
“We are also bringing our focus on K-Beauty, across both skincare and makeup, that is resonating so well with US guests to the Middle East.
“We believe this combination of global innovation and local relevance will strongly connect with beauty lovers in the region,” Steelman added.
