Ulta Beauty is opening its first Dubai store at Mall of the Emirates this year

Dubai: US beauty giant Ulta Beauty is officially entering the Middle East, with its first UAE store set to open at Mall of the Emirates in Dubai by the end of this year.

The expansion comes as part of a franchise partnership with Alshaya Group, one of the leading international retail franchise operators in the region.

The partnership was first announced in January, and today both companies confirmed additional details, including their initial store locations.

The first Ulta Beauty store in the region will open in The Avenues, Kuwait, followed shortly by Dubai. More store openings across the GCC are planned for 2026.

Ulta Beauty, the largest specialty beauty retailer in the United States, is known for offering an extensive selection of more than 25,000 products across over 600 brands. Its range includes affordable favourites such as e.l.f. Cosmetics, as well as luxury labels like Chanel and Dior, spanning makeup, skincare, haircare, fragrance, and beauty tools.

The retailer is also known for its signature in-store experience, which combines product offerings with salon services and a wide range of price points.

John Hadden, CEO of Alshaya Group, said: “We are really excited to confirm that our Ulta Beauty stores will open in Kuwait and Dubai by the end of the year. We know that consumers can’t wait to visit the region’s first Ulta Beauty stores, where they can experience a fun environment and access many beloved brands for the first time in the region.”

Kecia Steelman, CEO of Ulta Beauty, added: “We are looking forward to bringing Ulta Beauty’s differentiated business model to the Middle East, starting with Kuwait and Dubai and with more locations to follow. The power of beauty is truly universal, and we are excited to welcome a new community of beauty enthusiasts across the region.”

Ulta Beauty’s entry into the UAE adds to a growing list of major international brands expanding their presence in Dubai. The emirate recently welcomed its first Disney Store at Dubai Mall, while fast-fashion retailer Primark is also preparing to open three locations in the city, including one at Mall of the Emirates.