Beauty’s New Power Couple? Ulta and Alshaya Are Making It Official in the Middle East!

• Ulta Beauty to debut in Kuwait and Dubai this year.
• Mall of the Emirates and The Avenues confirmed as launch spots.
• Beloved U.S. brands entering the Middle East for first time.
• More Ulta Beauty stores expected across the GCC in 2026.

Cue the confetti and cancel your next Sephora run because the U.S. beauty giant Ulta Beauty is finally going international — and its first stop? The glam-packed streets of Kuwait and Dubai, thanks to a powerhouse partnership with retail titan Alshaya Group.

After months of teasing the beauty world like a perfectly arched brow, Ulta has officially confirmed its Middle East debut, with two flagship stores landing at The Avenues, Kuwait and Mall of the Emirates, Dubai by end of 2025. And yes, they’re bringing the whole glam squad with them.

Unlike your average beauty store, Ulta’s superpower lies in its “All Things Beauty, All in One Place®” model, a retail multiverse where prestige meets mass, skincare chills with haircare, and makeup junkies rub elbows with clean beauty purists. Whether you’re hunting for that cult-fave mascara or dabbling in serums that claim to reverse time (hey, we all dream), Ulta’s got your back and your brows.

And this isn’t just a play for product shelves. It’s an experience. Think in-store beauty bars, first-to-region brands, and that magical Ulta energy that beauty stans in the U.S. already swear by. It’s where “just browsing” turns into walking out with a full face and two new Holy Grails.

Behind the scenes, this expansion is driven by Kecia Steelman, CEO of Ulta Beauty, and John Hadden, CEO of Alshaya Group — two names with serious retail clout. Together, they’re not just opening stores; they’re building beauty hubs meant to spark communities of bold, expressive, self-loving humans across the region.

And in true Ulta fashion, they’re just getting started. After these two launches? The GCC is next in line for a serious glow-up.

Save your coins and clear your calendar. Ulta’s Middle East debut is shaping up to be the retail event of the year — and your beauty bag will never be the same!