What's Happening?
Ulta Beauty is set to open its first store in the Middle East on November 7, located in Kuwait's The Avenues mega mall. This marks the beginning of Ulta's expansion in the region through a franchise partnership
with Alshaya Group. The 15,000-square-foot store will feature over 300 beauty brands, including new-to-Kuwait names like Morphe and Bella Hadid's perfume line Ôrəbella. The store will cater to a luxury-focused market, offering brands such as Tom Ford Beauty and Sisley. Ulta plans to open around 12 stores in the region by 2026, with further expansions in the UAE and Saudi Arabia scheduled for 2026.
Why It's Important?
Ulta Beauty's entry into the Middle East signifies a strategic move to tap into a rapidly growing beauty market. The region is expected to see high growth in beauty spending, with consumers spending significantly more on beauty products compared to the U.S. This expansion allows Ulta to compete with established players like Sephora, which has a strong presence in the region. By offering a mix of luxury and emerging brands, Ulta aims to differentiate itself and capture a share of the lucrative market. The move also highlights the increasing globalization of U.S. retail brands seeking growth opportunities abroad.
What's Next?
Ulta Beauty plans to continue its expansion in the Middle East, with upcoming store openings in the UAE and Saudi Arabia in 2026. The company aims to establish a presence in 80 locations across the Gulf Cooperation Council countries by 2029. As Ulta invests in marketing and brand awareness, it will likely face competition from existing luxury beauty retailers. The success of this expansion will depend on Ulta's ability to adapt its offerings to local preferences and maintain a unique market position.
