Ulta Beauty has officially stepped into the Middle East, marking a major milestone in its global expansion strategy. The brand opened its first regional store at The Avenues Mall in Kuwait, bringing its signature blend of beauty retail, services, and experiential zones to Gulf consumers for the very first time. This launch comes in partnership with the Alshaya Group, one of the region’s most influential retail operators.
The new store spans 15,000 sq. ft., offering a curated lineup of 80+ global and exclusive beauty brands across makeup, skincare, haircare, and fragrances. Ulta’s well-known immersive zones from swatch bars to interactive product displays have been thoughtfully adapted for the Middle Eastern market, ensuring a seamless blend of global identity and regional relevance.
Kecia Steelman, President and CEO of Ulta Beauty, said the Kuwait flagship embodies the guest experience that has defined Ulta in the U.S. for decades, enriched with elements tailored specifically to the Gulf’s beauty culture. Her statement reflects the brand’s long-term commitment to delivering meaningful retail innovation in new markets.
John Hadden, CEO of Alshaya Group, highlighted the significance of this debut, noting that beauty shoppers in Kuwait will now gain access to several brands and product experiences that are entirely new to the region. The partnership positions Ulta Beauty to tap into one of the world’s fastest-growing beauty markets with strong local expertise behind it.
Ulta’s arrival comes at a time when Middle Eastern consumers are increasingly seeking diverse product assortments and elevated in-store experiences. With rising demand across prestige, wellness, and dermatology-led beauty, the region offers vast potential for a retailer with Ulta’s scale and ecosystem.
This Kuwait launch is only the beginning. Ulta Beauty is already preparing for expansion into the UAE and Saudi Arabia, unlocking a broader Gulf footprint and introducing millions of new consumers to its signature retail model.
As the brand accelerates its international journey, Ulta Beauty is set to bring a fresh wave of choice, convenience, and innovation to beauty enthusiasts across the region. The Middle East chapter has officially begun and the momentum is unmistakable.
