Ulta Beauty expands footprint in Middle East with new store in Dubai
This move underscores the company’s strategic vision to expand its international presence.
UAE – Ulta Beauty has announced its expansion into the Middle East with the opening of a new store in Dubai, marking a significant milestone in the company’s international growth strategy.
The new location, set to open by the end of 2025 in the prestigious Mall of the Emirates, will be Ulta Beauty’s first flagship store in the region.
This launch in Dubai is scheduled to follow the opening of its initial Middle Eastern store in Kuwait’s The Avenues, marking the brand’s commitment to establishing a strong presence across the Gulf Cooperation Council (GCC) countries.
This expansion is being facilitated through a strategic franchise partnership with the Alshaya Group, a leading retail operator in the Middle East known for managing numerous international brands.
Kecia Steelman, CEO of Ulta Beauty, stated, “We are looking forward to bringing Ulta Beauty’s differentiated business model to the Middle East, starting with Kuwait and Dubai and with more locations to follow.”
“The power of beauty is truly universal, and we are excited to welcome a new community of beauty enthusiasts across the region.”
According to Ulta Beauty, the Dubai store will offer Ulta Beauty’s signature blend of an extensive product assortment and in-store salon services, featuring over 25,000 beauty products from more than 600 brands.
In a similar move, Primark recently announced its plans to expand to the Middle East through a strategic partnership with Alshaya Group, a multinational retail franchise operator headquartered in Kuwait.
According to Primark, the first store will open at The Avenues in Kuwait in October 2025, followed by three locations in Dubai, that is at Dubai Mall, Mall of the Emirates, and City Centre Mirdif—in early 2026.
This strategic move will mark its 18th and 19th international market entries globally.
The launch comes at a time when the beauty and cosmetics market in the Middle East is experiencing growth, driven by a youthful, digitally connected population and rising disposable incomes.
As of 2024, the Middle East and North Africa (MENA) beauty and personal care market is valued at over $46 billion, with projections estimating it will reach USD 60 billion by 2025, according to a report published by Mordor Intelligence.
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