US-based retailer Ulta Beauty is to open its first store in the Middle East tomorrow in Kuwait. Ulta’s stores in the Middle East will be operated in partnership with retail franchise company Alshaya Group.
The new store at The Avenues in Kuwait covers 15,000ft2 (1,400m2) and will sell 300 brands, including many that are new to the Middle East and part of the Only at Ulta offering. The assortment includes the Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, along with emerging local brands, such as Bex Beauty, Asteri and Nadine Njeim Beauty.
Ulta will open new stores in United Arab Emirates at the Mall of the Emirates in January 2026 and Dubai Mall in March 2026. The retailer will also make its debut in Saudi Arabia with a store at the Red Sea Mall next March. Additional Ulta Beauty locations are planned across the region.