Following its expansion in Canada, Mexico and the U.K., through the acquisition of Space NK, the U.S. beauty is further extending its international footprint with a first Middle East Store in Kuwait.
Located at The Avenues in Kuwait, the Ulta Beauty store will officially open its doors on November 7, 2025. The launch follows the company’s earlier announcement of its partnership with retail franchise operator Alshaya Group.
"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,” said Kecia Steelman, President and CEO, Ulta Beauty.
Spanning 15,000 square feet (almost 1,400 square meters), the store will deliver Ulta Beauty’s signature experience to the region, bringing to life the company’s hallmark model of All Things Beauty, All in One Place® through a diverse assortment across categories and price points along with makeup, skin, brow and nail services.
Showcasing over 300 beauty and wellness brands, including many that are new to the Middle East, the curated assortment features several US brands such as Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, along with global favorites such as Peter Thomas Roth and Kiko Milano. New and emerging local brands such as Bex Beauty, Asteri, and Nadine Njeim Beauty will also be available on the retailer’s shelves, alongside its Ulta Beauty Collection.
“Beauty shoppers can now experience the unique store environment and exclusive access to many brands for the first time in the region,” said John Hadden, CEO, Alshaya Group.
Following the Kuwait opening, Ulta Beauty and Alshaya Group will continue their regional expansion with new stores in United Arab Emirates at the Mall of the Emirates in January 2026 and Dubai Mall in March 2026. Ulta Beauty will also make its debut in Saudi Arabia with a store at the Red Sea Mall in Jeddah in March 2026. Additional Ulta Beauty locations are planned across the Middle East as part of the ongoing partnership with Alshaya Group.
