The Middle Eastern beauty community has reason to celebrate: Ulta Beauty is officially entering the region through a franchise partnership with Alshaya Group, bringing its signature 300-brand assortment to Kuwait, Dubai, and Saudi Arabia. The rollout that shoppers had been waiting on is now a confirmed reality, with the first store already open and more on the way.
Ulta Beauty Middle East: Confirmed Store Locations
The first Ulta Beauty store in the Middle East opened at The Avenues in Kuwait on 7 November 2025. The flagship spans 15,000 square feet and stocks more than 300 beauty and wellness brands — covering makeup, skincare, haircare, fragrance, and in-store services including makeup, brow, and nail treatments.
Dubai locations are officially confirmed:
- Mall of the Emirates — January 2026 - Dubai Mall — March 2026
A Saudi Arabia debut is also set for March 2026, with the first store opening at Red Sea Mall in Riyadh. Additional locations across the region are planned as the Alshaya Group franchise continues to roll out.
A Unique Beauty Destination for the Region
Middle Eastern shoppers will have access to an extensive range of brands previously unavailable locally. The lineup includes exclusive US names alongside globally recognised labels:
- Ulta Beauty Collection - Morphe - LolaVie - Polite Society - Peter Thomas Roth - Kiko Milano - Bex Beauty - Asteri - Nadine Njeim Beauty
The 1,400-location US footprint has made Ulta Beauty the largest specialty beauty retailer in America — a destination for cosmetics, skincare, haircare, and professional beauty tools under one roof. Bringing that format to the Gulf marks a major milestone for the regional beauty market.
The Alshaya Group Partnership
Ulta Beauty's Middle East expansion is driven by its franchise agreement with Alshaya Group, one of the largest international retail franchise operators in the region. Alshaya already runs H&M, Victoria's Secret, and Bath & Body Works across the Gulf — a track record that makes it a proven partner for bringing Western beauty retail to Middle Eastern consumers.
Ulta Beauty CEO Kecia Steelman called the Kuwait opening "a proud moment for our brand and our partnership with Alshaya Group." Alshaya Group CEO John Hadden added that "beauty shoppers are excited for Ulta Beauty and can now experience the unique store environment."
Beauty fans across the UAE and wider Gulf can look forward to a shopping experience that blends premium brands, exclusive launches, and professional in-store services — all under one roof. Stay tuned for further updates as additional openings are confirmed across the region.
