Ulta Beauty is making its biggest international move yet, bringing its signature “all things beauty, all in one place” experience to the Middle East with a debut store in Kuwait. November 7, 2025, will mark a key milestone in the retailer’s global strategy as it opens at The Avenues, one of the region’s largest shopping destinations.
Ulta Beauty enters Kuwait
The first Ulta Beauty Middle East location is set to open at The Avenues in Kuwait on November 7, 2025. The launch follows Ulta Beauty’s earlier partnership announcement with franchise powerhouse Alshaya Group, signaling a long-term commitment to the region.
Kecia Steelman, President and CEO of Ulta Beauty, said, “The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the U.S., while incorporating unique elements that are important to the local consumer. 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.”
A 15,000 square feet beauty hub spanning, the new store is designed as a full-service beauty destination rather than a traditional single-brand boutique. It will bring Ulta Beauty’s hallmark “All Things Beauty, All in One Place®” model to Kuwait, offering a wide mix of categories and price points under one roof.
Guests will find makeup, skin, brow, and nail services alongside retail, creating a service-plus-shopping format that has defined Ulta Beauty’s success in the U.S. market. The concept aims to attract both beauty enthusiasts and casual shoppers looking for an elevated yet accessible in-store experience.
Over 300 brands including Middle East firsts
The Kuwait flagship will showcase over 300 beauty and wellness brands, including many labels entering the Middle East for the first time through the retailer’s “Only at Ulta” assortment. The mix includes beloved U.S. names such as Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif.
The assortment will also feature global favorites like Peter Thomas Roth and Kiko Milano, alongside emerging regional labels including Bex Beauty, Asteri, and Nadine Njeim Beauty. Ulta Beauty plans to keep evolving the curation to match the preferences of Middle East shoppers and respond quickly to new trends.
Alshaya partnership and regional rollout
The expansion is powered by Ulta Beauty’s franchise partnership with Alshaya Group, a leading international retail franchise operator headquartered in the Middle East. John Hadden, CEO of Alshaya Group, said, “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.”
After Kuwait, Ulta Beauty and Alshaya Group will open in the United Arab Emirates at the Mall of the Emirates in January 2026 and the Dubai Mall in March 2026. Saudi Arabia will follow with a Red Sea Mall opening also planned for March 2026, with additional Ulta Beauty locations to roll out across the Middle East over time.
Ulta’s growing international footprint
Since opening its first store in 1990, Ulta Beauty has grown to approximately 1,500 locations across the U.S., anchored by its Ulta Beauty Rewards loyalty program and omnichannel ecosystem spanning stores, Ulta.com, and the Ulta Beauty App. The retailer is now extending that ecosystem globally through a joint venture in Mexico, a franchise model in the Middle East, and its Space NK subsidiary in the U.K. and Ireland.
The Middle East launch places Ulta Beauty in some of the region’s most trafficked luxury malls, positioning the brand to compete directly in one of the world’s fastest-growing beauty markets. As more stores open across Kuwait, the United Arab Emirates, and Saudi Arabia, the retailer is set to become a major new player in regional beauty retail.
