Key Takeaways:
Ulta Beauty has marked a significant leap in its global ambitions, opening its debut store in Antara Fashion Hall, Mexico City, on August 21. The launch was closely followed by the rollout of the second store in Galerías Metepec on August 30, with a VIP celebration scheduled for September 18 at the Antara location to commemorate the global expansion.
The store premieres mark Ulta Beauty’s first retail footprint outside of the US, a milestone underscoring its aspiration to become a global beauty destination. The news follows its recent acquisition of SpaceNK.
“Entering Mexico represents a bold and exciting step for Ulta Beauty as we bring our unparalleled assortment and inclusive shopping experience to beauty lovers in this significant international market,” said Kecia Steelman, President and CEO of Ulta Beauty in a press release. “We’re thrilled to partner with Axo to share the brands and services our guests already know and love, while also celebrating and tailoring our offering to the vibrant beauty community in Mexico.”
The expansion brings 35 brands to Mexico, including Ulta Beauty exclusives such as Peach & Lily, Isima by Shakira, Orebella, Ulta Beauty Collection, and other US-market favorites: Bubble, about-face, Ouai, Half Magic, and Kitsch. Local Mexican beauty brands will also be on Ulta Beauty’s shelves, such as AHAL, AloeVida, Bailando Juntos by Yuya, and more.
“I’ve had the chance to spend time in Mexico City with the Ulta [Beauty] Mexico team, and I think there’s a beautiful alignment between the brand and consumers in the region," Shai Eisenman, Founder of Bubble, told BeautyMatter. “There’s already an awareness of Bubble, which I had not anticipated in the market.”
Several more stores are set to open in Mexico, including: Altacia, León, Antara, Mexico City; Fórum Tlaquepaque, Guadalajara; Galerías Guadalajara, Guadalajara; Galerías Metepec, State of Mexico; Península Tijuana, Tijuana; Plaza Fiesta San Agustín Monterrey, Monterrey; Plaza Satélite, State of Mexico; and Vía Viva, Guadalajara.
Each store will feature trend-driven displays, beauty services, and experiential designs to make beauty accessible, welcoming, and entertaining.
Additionally, the stores will reflect the work of a cross-functional team who have worked to stay true to Mexican roots, working alongside local leaders, brands, and creators to ensure a seamless entry into the region. As part of this, Latin American talent will be highlighted, including formulas created from ingredients native to Mexico, brands founded by Latinos, and events paying tribute to beauty inspired by Latino culture and tradition.
“Mexico is home to one of the world’s most dynamic and passionate beauty communities,” said Andrés Gómez, CEO and Chairman of the Board at Grupo Axo in a press release. “We are proud to partner with Ulta Beauty to bring their one-of-a-kind retail experience to our market. Together, we look forward to inspiring guests with a fresh vision of beauty, powered by community, service, and innovation.”
The store roll out comes as Ulta Beauty’s underlying business is showing signs of robust health. In the second quarter of fiscal 2025, Ulta Beauty achieved net sales up 9.3% year over year to $2.8 billion, a comparable sales climb of 6.7%, and an EPS delivery of a 9.1% increase to $5.78. Ulta Beauty credited the performance to strong demand across most categories, along with enhanced profitability driven by the strategic integration of SpaceNK, solidifying interest from the global market.
Ulta Beauty’s entry into Mexico could significantly enhance the country’s beauty retail landscape by broadening consumer choice, increasing convenience, and expanding access to high-quality products and services. To sustain momentum, however, the retailer will need to execute flawlessly and remain highly attuned to the market.
