What's Happening?
Ulta Beauty is set to open its first store in the Middle East on November 7, located at The Avenues in Kuwait. This marks the beginning of Ulta's expansion in the region through a partnership with Alshaya Group, a prominent international retail franchise
operator. The Kuwait store will span 15,000 square feet and offer a wide range of beauty and wellness products, including over 300 brands, some of which are exclusive to Ulta and new to the Middle East. Following the Kuwait launch, Ulta plans to open additional stores in the United Arab Emirates and Saudi Arabia in early 2026.
Why It's Important?
Ulta Beauty's entry into the Middle Eastern market represents a significant step in its global expansion strategy. This move could enhance Ulta's brand presence and customer base in a region known for its growing beauty and wellness market. The partnership with Alshaya Group, which has extensive experience in the region, is likely to facilitate Ulta's successful integration into the local retail landscape. This expansion could also introduce new beauty trends and products to Middle Eastern consumers, potentially influencing local beauty standards and preferences.
What's Next?
Ulta Beauty plans to continue its expansion in the Middle East with upcoming store openings in the United Arab Emirates and Saudi Arabia. The success of these initial stores could lead to further growth opportunities in the region. Additionally, Ulta's presence may prompt other international beauty brands to consider similar expansions, increasing competition in the Middle Eastern beauty market.
