Ulta Beauty Lands in the Middle East and Redraws the Global Beauty Map

US-based retailer Ulta Beauty has launched a strategic international move by opening its first store in the Middle East in partnership with powerhouse Alshaya Group. The debut takes place at The Avenues in Kuwait, where the retailer has created a 15,000 sq ft (over 1,400 m²) space featuring more than 300 brands across luxury, mass and local concepts.

This opening marks the beginning of a broader regional offensive: the company plans additional stores in 2026 in the United Arab Emirates and Saudi Arabia, including prime locations such as Mall of the Emirates and Dubai Mall.

Ulta is bringing to the Middle East its hallmark model that blends product, services, experimentation and entertainment. This hybrid format contrasts with the region’s traditional “pure luxury” approach, where flagship stores focus primarily on theatrical displays and absolute exclusivity.

For the luxury and premium beauty sector, the arrival of Ulta Beauty will reshape the ecosystem. Local consumers — among the youngest and most digitally engaged in the world — are rapidly expanding their preferences, opening space for new concepts that combine accessibility, variety and immersive retail experiences.

Ulta’s expansion also confirms the evolving strategic role of the Middle East, a region that has become a growth engine for fashion, beauty, jewelry and lifestyle. In a global context of slower growth in mature markets, the Gulf is emerging as a competitive arena where heritage maisons, rising brands and international retailers all seek to capture the attention of the premium customer of the future.