Ulta Beauty expands UAE footprint with launch of new store at Mall of the Emirates
Ulta Beauty boasts approximately 1,500 stores nationwide, pioneering an “All Things Beauty… All in One Place®” approach with vast assortments in beauty and cosmetics.
UAE – Ulta Beauty is set to debut in the UAE with its flagship store at Mall of the Emirates on January 29, 2026, partnering with Alshaya Group to advance its Middle East expansion.
This launch follows Ulta Beauty’s Kuwait opening on November 7, 2025, with upcoming stores planned for Dubai Mall on March 27, 2026, and Red Sea Mall in Jeddah, Saudi Arabia, on May 7, 2026.
The new UAE outlet will serve as an all-encompassing beauty hub, stocking makeup, skincare, haircare, and fragrances from high-end, everyday, and up-and-coming brands, complemented by professional services for makeup, skin, brows, and nails.
Exclusive U.S. offerings include Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, joined by popular names like Peter Thomas Roth and RMS, plus emerging local brands.
To celebrate the opening, Ulta Beauty has planned a vibrant series of pre-launch and launch-week events running from January 29 through February 7, designed to showcase homegrown Middle Eastern beauty innovators via daily interactive sessions, live product demonstrations, in-store appearances, and exclusive giveaways.
The festivities commence on opening day with a high-profile visit from renowned actress and Nadine Njeim Beauty founder Nadine Njeim, drawing crowds to experience the store’s offerings firsthand.
The program continues daily with appearances by prominent regional founders, including celebrated singer and Bex Beauty creator Balqees Fathi; Asteri founder Sara AlRashed; Noha Nabil Beauty; Bassam Fattouh Cosmetics; Vimi Joshi Beauty; and Mina Al Sheikhly, fostering connections between global retail and local entrepreneurship.
Kecia Steelman, President and Chief Executive Officer at Ulta Beauty, stated, “The UAE launch marks an exciting milestone for Ulta Beauty and Alshaya Group as we continue our expansion in the Middle East and bring our distinctive beauty experience to the region.¨
¨ We are proud of the teams who brought this vision to life and look forward to welcoming guests in Dubai to discover a destination where beauty, self-expression, and possibility come together.”
All operations in the region, including this UAE launch, fall under Alshaya Group’s franchise management, blending Ulta’s proven U.S. model with localized expertise to capture the area’s booming demand for inclusive, experiential beauty retail.
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