The brand has launched its first location in the Middle East, being opened through a partnership with international retail franchise operator Alshaya Group.
The store is located at The Avenues shopping centre in Kuwait. It will feature more than 300 brands, including both US and international offerings.
“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. “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. We’re honoured to share our expertise for beauty with this vibrant and passionate new community through the hard work of the teams bringing it to life.”
Following the Kuwait opening, Ulta and Alshaya Group will continue their regional expansion with new stores in the United Arab Emirates at the Mall of the Emirates in January 2026 and Dubai Mall in March 2026. Ulta will also make its debut in Saudi Arabia with a store at the Red Sea Mall in March 2026, with more locations in the works as part of the ongoing partnership.
“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. “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.”
