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The countdown is officially on for US beauty giant Ulta Beauty’s foray into the Middle East, which is no doubt se to change the region’s beauty landscape in a very big way.
Launching in partnership with Alshaya Group, Ulta Beauty will open its first regional store on November 1 at The Avenues in Kuwait, with flagship destinations at Mall of the Emirates and The Dubai Mall expected to follow towards the end of 2025.
So, what makes this beauty launch game-changing? Well, think of it more than simply a store, rather a hub for “beautytainment” as coined by the conglomerate. Expect ineractive zones, live demonstrations, brand pop-ups, influencer meet-ups and services you can book on the spot – from nails and makeup applications to private treatments.
Utla Beauty is also bringing with it over 80 brands, including new names and exclusives.
Among the many exciting brands coming to the region is Polite Society, the buzzy new venture from the makers of cult classic Too Faced. And, Ulta is showcasing local Middle Eastern beauty entrepreneurs through dedicated sections within stores, giving a unique platform that could even see local brands enter the US market.
Naturally, Ulta Beauty is leaning into the region’s digital-first beauty community, already lining up collaborations with local creators and content-forward activations designed with social storytelling in mind. And this is just the beginning, the brand has a clear expansion plan that spans across the GCC.
In short, exclusive launches, immersive retail, community-first experiences, and a new level of accessibility. The arrival of Ulta Beauty marks a milestone moment for the Middle East’s beauty scene. And we have no doubt you’ll want to be there to experience it firsthand.
