The brand has branched out into Mexico which marks the company’s first international brick-and-mortar locations.
Ulta’s first store in Mexico opened on 21 August at Antara Fashion Hall in Mexico City, followed by a location at Galerías Metepec in Metepec on 30 Aug.
Seven additional locations are scheduled to debut across the country throughout the year. The stores are being developed in partnership with retail company Axo.
In an effort to “authentically reflect and celebrate the community it serves,” Ulta said it is spotlighting talent and creativity rooted in Latin America in its product mix. This includes formulas featuring ingredients native to Mexico, brands founded by Latinos and paying tribute to beauty inspired by Latino culture, traditions and community.
Ulta first announced plans to enter the Mexican market last year. The expansion comes as Ulta is looking to grow on the international stage. In July, it said it had acquired British beauty retailer Space NK Limited, which operates 83 stores in the UK and Ireland along with its online platform. In the Middle East, Ulta plans to open stores across the region via a franchise partnership with Alshaya Group.
“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. “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.”
