Ulta Beauty Makes Its Middle East Debut with a Landmark Opening in Kuwait

The beauty world is abuzz. Ulta Beauty—the largest specialty beauty retailer in the United States—is officially crossing borders, bringing its celebrated mix of innovation, inclusivity, and indulgence to the Middle East. In partnership with Alshaya Group, the global retail powerhouse, Ulta Beauty will open its first regional store at The Avenues in Kuwait on November 7, 2025—a moment that marks both a milestone in global expansion and a new era for regional beauty lovers.

Spanning 15,000 square feet, the new flagship offers more than just aisles of product—it’s a playground for self-expression. Guests will discover the brand’s signature “All Things Beauty, All in One Place®” experience through an immersive edit of over 300 coveted brands, from cult U.S. favorites like Ulta Beauty Collection, Ôrəbella, and LolaVie to global icons such as Peter Thomas Roth and Kiko Milano. Local stars Bex Beauty, Asteri, and Nadine Njeim Beauty also take center stage, embodying the region’s rising creative energy.

“Opening our first Ulta Beauty store in the Middle East is a proud moment for our brand and our partnership with Alshaya Group—and an important step in our global growth journey,” shares Kecia Steelman, President and CEO of Ulta Beauty. “The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the U.S., while incorporating unique elements that are important to the local consumer.”

For John Hadden, CEO of Alshaya Group, the collaboration signals another stride in redefining regional retail: “Our partnership with Ulta Beauty brings one of the world’s most beloved beauty destinations to the Middle East. Shoppers can finally experience its unique environment and exclusive brand lineup for the very first time.”

Beyond Kuwait, the partnership’s expansion is set to dazzle the Gulf. New locations will open at Dubai’s Mall of the Emirates in January 2026, Dubai Mall in March 2026, and Saudi Arabia’s Red Sea Mall that same month—with more stores planned across the region.

For a community that celebrates artistry, individuality, and modern glamour, Ulta Beauty’s arrival feels perfectly timed. In a landscape where beauty knows no borders, the brand’s Middle East debut is not just an opening—it’s a celebration of the region’s vibrant and evolving beauty story.