What's Happening?
Ulta Beauty is launching its first store in the Middle East on November 7, located at The Avenues in Kuwait. This marks the start of Ulta's regional expansion in partnership with Alshaya Group, a retail franchise operator. The store will span 15,000 square
feet and offer a diverse range of beauty and wellness brands, including many new to the Middle East. Ulta plans to continue its expansion with additional stores in the UAE and Saudi Arabia in 2026, aiming to establish a strong presence in the region.
Why It's Important?
The opening of Ulta Beauty's first store in the Middle East is a significant step in the company's global growth strategy. The Middle East is a fast-growing market for beauty products, with consumers spending considerably more on beauty per household income than in the U.S. This expansion allows Ulta to tap into this lucrative market and compete with established players like Sephora. By offering a wide range of brands and services, Ulta aims to attract a diverse customer base and strengthen its international presence.
What's Next?
Ulta Beauty plans to open additional stores in the Middle East, with locations in the UAE and Saudi Arabia scheduled for 2026. The company is focused on building brand awareness and establishing a unique market position by offering a mix of luxury and emerging brands. As Ulta expands its footprint, it will need to navigate competition from existing beauty retailers and adapt its offerings to local consumer preferences.
