Ulta Beauty continues expansion in the Middle East with first store in the UAE
Ulta Beauty continues expansion in the Middle East with first store in the UAE
US beauty powerhouse Ulta Beauty is preparing to enter the UAE market with the launch of its first store at Mall of the Emirates, Dubai, opening on January 29, 2026. The debut marks a major step in the brand’s international growth strategy and follows its regional partnership with Alshaya Group. The UAE opening builds on Ulta Beauty’s Middle East journey, which began with its inaugural store in Kuwait in November 2025.
At Mall of the Emirates, shoppers can expect Ulta Beauty’s complete assortment across makeup, skincare, haircare, and fragrance, spanning prestige labels, mass favourites, and emerging names. The store will also feature a full suite of beauty services, including makeup application, skincare treatments, brow shaping, and nail services, all delivered by trained specialists.
To celebrate its arrival in the UAE, Ulta Beauty will host a vibrant schedule of pre-launch and opening-week activations. The program will spotlight regional beauty founders and homegrown brands through daily in-store events, live demonstrations, and personal appearances, underscoring the brand’s commitment to community and local talent.
“The UAE launch marks an exciting milestone for Ulta Beauty and Alshaya Group as we continue our expansion in the Middle East and bring our distinctive beauty experience to the region. We are proud of the teams who brought this vision to life and look forward to welcoming guests in Dubai to discover a destination where beauty, self-expression, and possibility come together,” said Kecia Steelman, President and Chief Executive Officer at Ulta Beauty.
John Hadden, Chief Executive Officer at Alshaya Group, added: “We are incredibly proud to partner with Ulta Beauty as we bring the brand’s first store to the UAE. This launch at Mall of the Emirates is a significant milestone for our beauty portfolio and reflects our continued focus on delivering outstanding retail experiences that customers across the region have been waiting for.”
Ulta Beauty’s regional footprint is set to expand further, with additional store openings planned at The Dubai Mall on March 27, 2026, followed by Red Sea Mall in Jeddah, Saudi Arabia, on May 7, 2026.
