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.


Nicholas Hoult reflects on acting, Tom Ford’s ‘Cry to Heaven’

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Nicholas Hoult reflects on acting, Tom Ford’s ‘Cry to Heaven’

JEDDAH: British actor Nicholas Hoult entertained audiences at the fifth Red Sea International Film Festival during an In Conversation event on Monday with details of his next major role in Tom Ford’s upcoming period drama “Cry to Heaven.”

The project, which begins filming in January, marks the actor’s reunion with the celebrated filmmaker after they collaborated on “A Single Man.”

Hoult spoke passionately about the film during his talk, calling Ford’s script “beautiful” and praising the director’s attention to emotional detail.

Adapted from Anne Rice’s 1982 novel, “Cry to Heaven” is set in the world of 18th-century castrati opera singers in Italy. The film’s ensemble cast includes Colin Firth, Aaron Taylor-Johnson, Paul Bettany, and pop icon Adele in her debut acting role.

In his opening comments, Hoult offered the audience a glimpse into how he entered the world of acting. “I grew up in a performance-filled home, and my siblings pushed me toward dance and theater.

“My first audition was at age 5, and all I had to do was sit under a table and pretend to eat cake. It was easy and fun, and that role ended up launching my lifelong career.”

Hoult also reflected on the characters that shaped his career, including his acclaimed portrayal of Beast in the “X-Men” franchise. “Comic-book fans are so caring and passionate. Their dedication really pushed me to fully commit to the role and honor its legacy.”

He then spoke about recent transformative experiences with filmmakers Robert Eggers and Clint Eastwood. With Eggers, scenes required long, precise single takes, sometimes up to 30 attempts.

Eastwood, on the other hand, adopted a minimalist, almost musical approach. Hoult imitated the director: “He just says, ‘whenever you’re ready,’ and then ‘stop.’”

Hoult hopes to work with filmmakers including Sean Baker, Quentin Tarantino and Christopher Nolan, and fulfill a long-held dream of starring in a Western.

He said Eastwood’s “Unforgiven” remains one of his all-time favorite films, calling it a masterpiece.

He joked about subverting the genre with a “Western–car-racing fusion” film, adding that the magic of cinema lies in turning imagination into possibility.