Ulta Beauty is officially entering the United Arab Emirates, with its first store set to open at Mthe all of the Emirates on January 29, 2026, in partnership with Alshaya Group. The move marks a major milestone in the U.S. retailer’s international strategy and signals a new era for beauty retail in the Middle East.
Ulta Beauty’s first step into the UAE
The upcoming Mall of the Emirates location will be Ulta Beauty’s first store in the UAE, following its regional debut in Kuwait on November 7, 2025. The Dubai opening will be quickly followed by new stores at Dubai Mall and Red Sea Mall in Jeddah, expanding the brand’s footprint across key Gulf beauty hubs.
Positioned as an all inclusive beauty destination, the Mall of the Emirates store will offer makeup, skincare, haircare, and fragrance across prestige, mass, and emerging labels, alongside in store makeup, skin, brow, and nail services delivered by trained experts. The concept mirrors Ulta Beauty’s successful “All Things Beauty, All in One Place” model that has helped it dominate the U.S. specialty beauty market.
A curated mix of global and local brands
The new UAE flagship will introduce several beloved and exclusive U.S. brands to regional shoppers, including Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, alongside global favorites like Peter Thomas Roth and RMS Beauty. The assortment is designed to balance international cult names with accessible “everyday” beauty, targeting both enthusiasts and casual consumers.
Crucially, Ulta Beauty is also carving out space for emerging local and regional labels, weaving homegrown brands into its core merchandising strategy. This blend of global and local is meant to position the retailer as both a discovery platform for international trends and a supporter of Middle Eastern beauty entrepreneurship.
Star powered launch events in Dubai
To celebrate its UAE debut, Ulta Beauty is rolling out a dynamic pre launch and launch week program at Mall of the Emirates, spotlighting regional founders through daily events, live demos and in store appearances. The festivities will kick off with a special appearance on January 29, 2026 by acclaimed actress and Nadine Njeim Beauty founder Nadine Njeim, who will meet guests at the store.
From January 30 to February 7, programming will continue with product demonstrations, giveaways, and founder led experiences from regional entrepreneurs, including singer Balqees Fathi, founder of Bex Beauty, Sara AlRashed of Asteri, Noha Nabil Beauty, Bassam Fattouh Cosmetics, Vimi Joshi Beauty, and Mina Al Sheikhly. By centering on local talent, Ulta Beauty is positioning the Dubai flagship as a community hub rather than just a retail store.
Alshaya partnership underpins regional scale
The UAE launch is powered by Alshaya Group, one of the world’s leading international retail franchise operators with more than 3,500 stores, cafés, restaurants, and leisure destinations and over 50 brands across MENA, Türkiye, and Europe. Alshaya Group’s portfolio spans names such as Starbucks, American Eagle, Foot Locker, Victoria’s Secret, H&M, Bath & Body Works, Charlotte Tilbury, Raising Cane’s, Shake Shack, Chipotle, and Primark.
John Hadden, Chief Executive Officer at Alshaya Group, said, “We are incredibly proud to partner with Ulta Beauty as we bring the brand’s first store to the UAE. This launch at Mall of the Emirates is a significant milestone for our beauty portfolio and reflects our continued focus on delivering outstanding retail experiences that customers across the region have been waiting for, and we are looking forward to more openings across the region.”
Ulta Beauty’s global playbook
Founded in 1990, Ulta Beauty has grown to approximately 1,500 stores across the United States, becoming the country’s largest specialty beauty retailer. Its model unites a wide product range, salon services and a powerful loyalty engine through Ulta Beauty Rewards, offering a seamless omnichannel experience across stores, Ulta.com, and the Ulta Beauty app.
Internationally, Ulta Beauty is expanding through a joint venture in Mexico, a franchise model in the Middle East, and via its subsidiary Space NK in the U.K. and Ireland. The partnership with Alshaya Group in the GCC is a central pillar of that strategy, using local operational expertise to localize a distinctly American beauty concept for regional shoppers.
