Ulta Beauty has officially opened its first store in the Middle East.
Located at The Avenues in Kuwait, the highly anticipated launch followed the company’s partnership with leading international retail franchise operator Alshaya Group and marked a significant milestone in its global expansion.
The Kuwait store has brought to life the unmatched experience cherished for decades in the U.S., while incorporating unique elements essential to local consumers.
“Opening our first Ulta Beauty store in the Middle East is a proud moment for our brand and our partnership with Alshaya Group and an important step in our global growth journey, said Kecia Steelman, President and CEO, Ulta Beauty.
"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 honoured to share our expertise for beauty with this vibrant and passionate new community through the hard work of the teams bringing it to life.”
Spanning 15,000 square feet, the store will deliver its signature experience to the region, bringing to life the company’s hallmark model of All Things Beauty, All in One Place through a dynamic assortment across categories and price points, along with makeup, skin, brow and nail services.
Showcasing over 300 highly sought-after beauty and wellness brands, including many that are new to the Middle East and part of the Only at Ulta offering.
The curated assortment features several beloved brands such as Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, along with global favourites such as Peter Thomas Roth and Kiko Milano and new, emerging local brands such as Bex Beauty, Asteri, and Nadine Njeim Beauty, which will continue to evolve to meet the unique preferences of local beauty enthusiasts.
"Our fantastic new partnership with Ulta Beauty is another step forward for Alshaya Group as we bring the very best brands to the region, said John Hadden, CEO, Alshaya Group.
“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.”
Following the Kuwait opening, Ulta Beauty and Alshaya Group will continue their regional expansion with new stores in the United Arab Emirates at the Mall of the Emirates in January 2026 and the Dubai Mall in March 2026.
The retailer will also make its debut in Saudi Arabia with a store at the Red Sea Mall in March 2026. Additional locations are planned across the Middle East as part of the ongoing partnership with Alshaya Group.
