Key Takeaways:
Ulta Beauty’s long-awaited global ambitions are finally coming to fruition as the retailer opens its first Middle East store.
In partnership with Alshaya Group, Ulta Beauty recently announced the opening of its first international franchise location at The Avenues in Kuwait, marking a major milestone in the company’s international expansion plans. The 15,000-square-foot store is set to officially open on November 7.
For Ulta Beauty, which has long been considered a powerhouse in the US beauty retail landscape, the Kuwait opening is a test of how its highly curated yet inclusive approach to beauty translates outside of North America. The retailer’s partnership with Alshaya Group—one of the Middle East’s largest retail operators and the franchise partner behind Sephora, H&M, and Bath & Body Works—positions Ulta Beauty alongside an experienced player that understands the intricacies of this fast-growing market.
“Opening our first Ulta Beauty store in the Middle East is a proud moment for our brand and our partnership with Alshaya Group—and an important step in our global growth journey,” said Kecia Steelman, President and CEO of Ulta Beauty, in a press release. “The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the US, while incorporating unique elements that are important to the local consumer.”
Like all Ulta Beauty stores, Kuwait’s store will combine mass and prestige under one roof. This sets Ulta Beauty apart in the region’s beauty retail landscape, which tends to favor luxury. As Ulta Beauty enters one of the world’s fastest-growing beauty markets, it faces both opportunity and competition. The Middle East’s beauty sector, valued at over $30 billion and projected to grow at a 6% annual rate, is dominated by established players such as Sephora, Chalhoub-owned Faces, and regional boutiques like India’s Nykaa and Russia’s Golden Apple. Ulta Beauty’s emphasis on offering beauty and wellness at all price points differentiates it from the competition; however, navigating the region’s luxury-skewed market will require a delicate balance.
Ulta Beauty Kuwait will feature over 300 beauty and wellness brands spanning a range of price points and categories, including Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, as well as global names like Peter Thomas Roth and Kiko Milano. The store will also feature Ulta Beauty's signature services, including makeup, skin, brow, and nail treatments—a key differentiator from Sephora, the retailer’s closest rival in the US market.
Notably, Ulta Beauty is also spotlighting emerging regional brands, such as Bex Beauty, Asteri, and Nadine Njeim Beauty, underscoring a local-first strategy that adapts to Middle Eastern consumers’ preferences. The inclusion of regional brands signals a recognition that Middle Eastern consumers want global access without compromising their unique cultural identity.
“Our fantastic new partnership with Ulta Beauty is another step forward for Alshaya Group as we bring the very best brands to the region,” said John Hadden, CEO of Alshaya Group, in a press release. “We know that beauty shoppers are excited for Ulta Beauty and can now experience the unique store environment and exclusive access to many brands for the first time in the region.”
Ulta Beauty’s entry into Kuwait marks the first step in a broader Middle East expansion plan as part of its ongoing partnership with Alshaya Group. Next year, the retailer plans to open additional stores starting with the Mall of the Emirates in January 2026 and the Dubai Mall in March 2026, followed by its Saudi Arabia debut at the Red Sea Mall that same month.
The phased rollout suggests a long-term commitment to the region and a clear strategy to balance localization with Ulta Beauty’s US-proven retail model. The company’s product mix will continue to evolve as it gathers consumer insights from the new markets, ensuring cultural alignment and relevance.
"The Middle East marks an exciting next chapter in our growth journey and a pivotal step in bringing our enterprise strategy to life," Kristin Wolf, Senior Vice President of Enterprise Strategy and New Growth at Ulta Beauty, told BeautyMatter in an exclusive statement.
"Expanding into one of the world’s fastest-growing beauty markets allows us to extend our differentiated model to new audiences while strengthening our global presence," Wolf added. "Through our partnership with Alshaya Group, we were able to thoughtfully enter the region in a way that supports our long-term growth ambitions and creates new opportunities for our guests, brand partners, and business. We’re thrilled to introduce Ulta Beauty to Kuwait and inspire a new community of beauty enthusiasts to discover the unique experience we offer.”
Ulta Beauty’s Middle East debut follows the opening of the retailer’s first store in Mexico in August, marking its first retail footprint outside the US. The retailer’s recent acquisition of SpaceNK also strengthens its global footprint, signaling a long-term strategy to expand through a mix of partnerships, acquisitions, and localized retail formats.
Following years of careful planning and domestic market dominance, Ulta Beauty has its foot on the gas and is accelerating its international expansion plans at a breakneck pace. The Chicago-based company is positioning itself as a global beauty destination through its service-rich stores, prestige-plus-mass assortments, and partnerships tuned to local demand.
“International expansion is an integral part of our Ulta Beauty Unleashed strategy to drive long-term growth,” Steelman said in a recent earnings call. In August, Ulta Beauty reported a 9.3% increase in sales and a 3.3% rise in profit and raised its outlook for the year.
If successful, Ulta Beauty’s Middle East venture could become the blueprint for future international growth, proving that its mission of making beauty more accessible can travel far beyond North American soil.
“We’re honored to share our expertise for beauty with this vibrant and passionate new community through the hard work of the teams bringing it to life,” Steelman concluded.
