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 expansion is part of a franchise partnership with Alshaya Group, a retail operator
known for working with brands like Harvey Nichols and Charlotte Tilbury. The 15,000-square-foot store will feature over 300 beauty brands, including new-to-Kuwait names such as Morphe, Polite Society, Kiko Milano, and Bella Hadid's perfume line Ôrəbella. The store will cater to a luxury-focused market with brands like Tom Ford Beauty, Sisley, Burberry, and Augustinus Bader. Bella Hadid will be present for the ribbon-cutting ceremony, adding to the store's high-profile launch.
Why It's Important?
Ulta Beauty's expansion into Kuwait marks its second global location following its entry into Mexico earlier this year. This move is significant as it taps into the Middle East's rapidly growing beauty market, where consumers spend significantly more on beauty products compared to the U.S. The region is expected to see high growth in the beauty sector through 2028, making it a strategic area for Ulta Beauty's international growth. The expansion also positions Ulta Beauty against competitors like Sephora, which is also increasing its presence in the region. By offering a mix of luxury and prestige brands, Ulta Beauty aims to capture a unique market segment that blends mass-market appeal with high-end offerings.
What's Next?
Ulta Beauty plans to open around 12 stores in the Middle East by 2026, with future locations in the UAE and Saudi Arabia. The next openings are scheduled for 2026, including the UAE debut at the Mall of the Emirates in January, Dubai Mall in March, and Saudi Arabia at the Red Sea Mall in March. The company aims to be present in 80 doors across Gulf Cooperation Council countries by 2029. This expansion strategy reflects Ulta Beauty's commitment to establishing a strong foothold in the region, leveraging marketing investments and brand awareness to ensure a successful entry into new markets.
Beyond the Headlines
The expansion into the Middle East not only highlights Ulta Beauty's growth ambitions but also underscores the cultural significance of beauty and fragrance in the region. The store's design will include more space for fragrances and elevated design touches, catering to local preferences. This move could influence other beauty retailers to consider similar strategies, focusing on regional consumer habits and preferences. Additionally, the presence of high-profile figures like Bella Hadid at the launch event emphasizes the importance of celebrity endorsements in driving brand visibility and consumer interest.
