Ulta Beauty opened its first store in the Mall of the Emirates in Dubai earlier this year, followed by a second flagship opening at Dubai Mall in late March. At a time when geopolitical tensions are high and consumer sentiment feels heavy, the retailer, in partnership with Alshaya Group, still chose to move forward with the launch. It’s a decision that says as much about the retailer’s confidence in the market as it does about the region’s resilience and unwavering appetite for new beauty experiences.
To understand the challenges and opportunities that come with proceeding with a launch like this, BeautyMatter caught up with Rebecca Jobo, President of Wellness at Alshaya Group, to unpack the thinking behind the decision and what this moment reveals about the future of beauty in the region.
In this exclusive interview, Jobo shared not only how short-term challenges in tourism might impact business, but also the key drivers like localization and loyalty that will shape the region’s next phase of beauty growth.
Despite the current geopolitical situation and heightened uncertainty in the region, Alshaya still proceeded with the opening of the second Ulta Beauty store in Dubai Mall as planned. What were the key factors that informed this decision to proceed with the launch instead of postponing it?
RJ: The launch of Ulta Beauty at Dubai Mall has always been part of our long-term expansion plan, and we remained committed to that timeline. We were fully prepared to enter the market with strong inventory, a trained team, and a seamless omnichannel experience. At the same time, we were seeing clear and growing demand from beauty enthusiasts in the region for a destination that offers both variety and discovery. Taking all of this into account, we felt confident moving forward as planned.
Launching a much-awaited flagship concept like Ulta Beauty under these trying circumstances amid potential missile threats would have been challenging to say the least. What were some of the operational challenges you’ve had to overcome in the lead-up to this launch?
We were closely following all government guidance and are grateful for the clarity and support provided, which has been instrumental in navigating this period. At the same time, having strong partners like Emaar [Properties] and our brand partners has enabled us to stay agile and aligned operationally. Together, this allowed us to deliver a seamless and well-coordinated launch despite a dynamic environment.
With tourism currently on hold and Dubai’s retail infrastructure so closely tied to tourism, do you foresee this dip in tourism impacting Ulta Beauty’s early sales and projections, or do you believe the local consumer base is strong enough to offset this?
While tourism plays an important role in Dubai’s retail landscape, we’ve been very encouraged by the strong local response. Our opening weekend performed in line with other Ulta Beauty store launches early in the year and in 2025, which is a great indicator that customer demand remains strong. Beauty remains a resilient category, and our unique proposition—bringing makeup, haircare, skincare, and fragrance together in one place accessible to luxury, local, and international brands—is clearly resonating with shoppers.
With large-scale events and major experiential activations currently limited or on hold, how did you have to rethink your go-to-market strategy, and what channels, platforms, or tactics did you prioritize instead?
With large-scale events more limited, we’ve evolved our go-to-market strategy to be more data and digitally led. We’re leveraging our customer data via Alshaya’s loyalty program, Aura, to deliver tailored, personalized communications to our customers. At the same time, we’re leaning into platforms like Instagram and TikTok, where beauty enthusiasts are most active, and doubling down on strategic partnerships with brand partners, local and international, to drive engagement and discovery in more meaningful ways.
Ulta Beauty has entered the market at a time when competition is getting stiffer and regional and global players are all fighting for market share, attention, and retention. What do you think makes Ulta Beauty’s value proposition truly unique, helping it stand apart from the competition?
Ulta Beauty stands out by offering all things beauty in one place—bringing together a unique mix of low-to-luxury brands, from international names to local favorites. Across makeup, haircare, skincare, and fragrance, customers can discover an unmatched breadth of choice, supported by highly skilled store colleagues who guide and inspire at every step. From day one, our omnichannel approach ensures we meet customers wherever they are, complemented by a wider range of services that elevate the experience. All of this is underpinned by a personalized loyalty program, designed to reward and connect with our customers.
Given the current uncertainty, consumers in the region are gravitating more towards local and homegrown brands. Will this influence your assortment strategy, or will the focus remain on bringing new international brands to the region?
Local brands are an integral part of the Ulta Beauty proposition, sitting alongside global names to deliver constant newness and discovery across all categories. We’re incredibly proud to partner with regional talents who are resonating strongly with customers, including Vimi Joshi Beauty, Rosemin Beauty, Bassam Fattouh Cosmetics, and Nadine Njeim Beauty, among many others. These partnerships not only celebrate local creativity but also ensure that our assortment reflects the region's diversity and preferences.
Looking ahead, what do you believe will be the key drivers of Ulta Beauty’s success in the region?
We see several key drivers of success for Ulta Beauty in the region. First is our ability to deliver a truly differentiated proposition—bringing all things beauty into one destination, across categories, price points, and a mix of global and local brands. Second is staying deeply connected to our customers through data-led personalization and a strong loyalty ecosystem via Aura. Finally, continuing to invest in omnichannel experiences, expert in-store service, and meaningful partnerships will ensure we remain relevant, engaging, and responsive to the region’s highly dynamic and trend-driven beauty community.
