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. The store will feature over 300 beauty brands, including new-to-Kuwait names like
Morphe, Polite Society, and Bella Hadid's perfume line Ôrəbella. The expansion is part of a franchise partnership with Alshaya Group, which also collaborates with Harvey Nichols and Charlotte Tilbury in the region. The store will offer a more luxury-focused assortment compared to its U.S. locations, including brands like Tom Ford Beauty and Augustinus Bader.
Why It's Important?
Ulta Beauty's expansion into Kuwait marks a significant step in its global growth strategy, tapping into the lucrative Middle Eastern beauty market. The region is known for high consumer spending on beauty products, with households spending seven times more on beauty than in the U.S. This move positions Ulta Beauty to compete with established players like Sephora, which has a strong presence in the region. The focus on luxury brands caters to local consumer preferences, potentially boosting sales and brand recognition in the Middle East.
What's Next?
Ulta Beauty plans to open around 12 stores in the Middle East by 2026, with upcoming locations in the UAE and Saudi Arabia. The company aims to be in 80 doors across the Gulf Cooperation Council countries by 2029. As the fastest-growing region for beauty through 2028, Ulta Beauty's strategic expansion could lead to increased market share and influence in the global beauty industry.
