Ulta Beauty launches its first Middle East store in Kuwait

MIDDLE EAST – Ulta Beauty has officially entered the Middle East market through a strategic partnership with the prominent international retail franchise operator Alshaya Group. 

The first Ulta Beauty store opened on November 7, 2025, at The Avenues, Kuwait’s largest shopping mall, marking the US beauty retailer’s initial footprint in the region. 

The Kuwait store is designed to replicate the extensive and unique beauty experience that Ulta Beauty’s guests, associates, and brand partners have cherished for decades in the U.S., while also integrating distinct elements that resonate with the local consumer preferences.

This assortment includes popular American brands such as Ulta Beauty Collection, Morphe, and LolaVie, as well as international players such as Peter Thomas Roth and Kiko Milano.

The store also features emerging local Middle Eastern brands, including Arabic makeup line Asteri, Emirati skincare and makeup brand Bex Beauty, and Nadine Njeim Beauty.

Kecia Steelman, President and CEO, Ulta Beauty, stated, “The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the U.S., while incorporating unique elements that are important to the local consumer.”

“We’re honoured to share our expertise for beauty with this vibrant and passionate new community through the hard work of the teams bringing it to life.”

The store spans 15,000 square feet and offers a rich assortment of over 300 beauty and wellness brands, including prestige, mass, and emerging local brands tailored to the Middle Eastern market.

This expansion is part of a broader growth strategy that aims to extend Ulta Beauty’s service-rich and innovation-driven retail model beyond the United States, creating new opportunities for guests and nurturing long-term brand growth.

Ulta’s partnership with Alshaya Group is strategic, utilizing the group’s extensive regional retail expertise to facilitate the retailer’s launch and expansion in the Middle East. 

Plans are already underway to open additional locations in prominent shopping destinations such as the Mall of the Emirates and Dubai Mall in the UAE, and further expansion into Saudi Arabia, including a store at the Red Sea Mall, is expected in 2026.

This entry follows Ulta’s recent international debut in Mexico and acquisition of UK-based Space NK, signalling a concerted effort to elevate Ulta Beauty’s global footprint through a blend of partnerships, acquisitions, and localized retail formats.

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