Ulta Beauty expanding into UAE, Saudi Arabia and Kuwait

Kecia Steelman is the Ulta Beauty President and CEO. (Supplied)
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Updated 24 September 2025
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Ulta Beauty expanding into UAE, Saudi Arabia and Kuwait

  • US cosmetics chain to partner with Kuwait’s Alshaya Group
  • Mideast a top market, CEO Kecia Steelman tells Arab News

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.


‘The Wild Within’ sees artists breathe new life into Mideast buildings

Updated 16 December 2025
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‘The Wild Within’ sees artists breathe new life into Mideast buildings

DUBAI: Lens-based artist Ryan Koopmans and digital artist Alice Wexell are staging a showcase at Dubai’s Leila Heller Gallery that breathes new life into regional buildings.

The series of digital artworks is part of the exhibition “The Wild Within,” featuring images of old structures in Beirut, Istanbul, and Abu Dhabi filled with wild flowers.

Two of the largest works, “Heartbeats” and “The Wish,” are displayed using Ventana, a microLED architectural display surface created by visual technology company Megapixel.

'Around Us' by Ryan Koopmans and Alice Wexell. (Supplied) 

The former artwork depicts the entrance hall of Qasr Al-Watan, the UAE’s presidential palace in Abu Dhabi, while the latter reimagines the upper floors of the Emirates Palace Mandarin Oriental in Abu Dhabi.

“Each building we work with comes to us through a combination of research, travel, and intuition,” the artists told Arab News in a joint statement.

'Constellations' by Ryan Koopmans and Alice Wexell. (Supplied) 

“We are drawn to structures that carry both emotional and historical resonance, often buildings that once embodied human ambition and now exist in a state of quiet transformation.”

Koopans and Wexell made sure to research the context of each building they choose to recreate, saying “an old villa in Jeddah or a former school in Sharjah each hold their own cultural memory, influencing everything from the lighting and atmosphere to the plants and flowers that we digitally sculpt and implement into the photographs.”

'Heart of Sharjah' by Ryan Koopmans and Alice Wexell. (Supplied) 

The hypnotic works depict the interior of buildings in the region, with digitally rendered flowers carpeting the floor in a bid to “(reimage) these spaces (and) explore the relationship between nature, place, and time, while celebrating each site as a unique work of architecture with its own spirit and story,” the artists said.

Koopmans is of dual Canadian and Dutch heritage, while Wexell is Swedish and based in Stockholm, so it is noteworthy that both artists chose to explore the Middle East for their latest project.

'Blossom of the Ancestors' by Ryan Koopmans and Alice Wexell. (Supplied) 

“In the Middle East especially, the architecture reflects a layered past that merges different styles and eras, while also expressing a sense of renewal and forward-looking energy, particularly in the region’s fantastic contemporary buildings. We are drawn to the symmetry, geometry and patterns that are found not only in nature itself, but in the architectural language of the region both past and present,” they said.

The series — featuring works such as “Adore You,” “Between Worlds,” and “Blossom of the Ancestors” — explores contrasts between the natural world and human-made forms, as well as the traditional and contemporary worlds.

“We are interested in how these elements coexist and merge into one another, creating a sense of hyperrealism that feels both familiar and imaginary. By merging photography with digital sculpture, the artworks question where the boundary lies between documentation and invention, and how technology can extend rather than replace our sense of the natural world.”

'Under the Rain of Light' by Ryan Koopmans and Alice Wexell. (Supplied) 

Although the scale of the artworks ensures they leave the viewer entranced, it did pose challenges, according to the artists.

“Presented at a large scale, every texture in these artworks becomes visible, which can be demanding but is also incredibly rewarding. The magnified detail allows the visceral and atmospheric layers of the pieces to come through with greater impact,” they said, adding that each piece took “many months” to create.

“Ultimately, we want our collectors to experience a sense of wonder and contemplation, as if they are standing inside a dream that feels both entirely real yet unreal.”

The exhibition runs until Jan. 15, 2026.