Ulta Beauty has officially made its debut in the Middle East with the opening of its first store at The Avenues in Kuwait. The launch marks a major milestone in the U.S. beauty retailer’s international expansion, achieved through a strategic partnership with leading franchise operator Alshaya Group.
Spanning 15,000 square feet, the new store brings Ulta Beauty’s signature “All Things Beauty, All in One Place®” concept to regional shoppers. The retail space offers more than 300 brands across makeup, skincare, fragrance, and wellness. Customers can explore a mix of popular U.S. names — including Ulta Beauty Collection, Morphe, and LolaVie — alongside international and regional favorites such as Peter Thomas Roth, Kiko Milano, and Nadine Njeim Beauty.
The partnership with Alshaya Group sets the stage for further expansion across the Gulf region, with new stores planned for Dubai Mall, Mall of the Emirates, and Saudi Arabia’s Red Sea Mall in 2026. Ulta Beauty aims to bring its hallmark multi-brand retail experience and beauty services — from makeup and brow styling to nail care — to new markets, while tailoring product assortments to local consumer preferences.
Ulta Beauty’s entry into the Middle East marks a strategic evolution from its strong U.S. presence toward a global footprint. By leveraging Alshaya’s regional expertise, the retailer is positioning itself to capture growth in one of the world’s fastest-growing beauty and wellness markets.
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