The renowned retail brand, Ulta Beauty, has officially opened its doors in the Middle East, marking a thrilling new chapter in global beauty retail. The launch of its first store at The Avenues Mall in Kuwait on November 7, 2025, heralds a significant entry into a market ripe with beauty enthusiasm and potential.
Stepping into the Middle East
The sprawling 15,000-square-foot store is a marvel of modern retail, embracing Ulta’s signature full-service format. As stated in Times of India, this move is part of Ulta’s strategic partnership with the Alshaya Group, aimed at spreading beauty magic across the Gulf Cooperation Council (GCC). The store is designed to entice shoppers with an inviting, open retail floor perfect for exploring and experiencing a cornucopia of beauty offerings.
A Tailored Experience for Local Shoppers
Ulta’s first foray into the GCC is not just a transplant of its U.S. format but a thoughtfully curated experience that resonates with local beauty enthusiasts. Reports highlight curated sections for both prestige and mass beauty brands, incorporating unique touches like a serum bar and various beauty services. These innovations are designed to captivate and serve an audience accustomed to blending international and regional beauty trends.
Future Expansion on the Horizon
The Kuwait store signals more than just a single opening; it’s a harbinger of further expansion in the region. With plans to open locations in Dubai’s Mall of the Emirates and Dubai Mall in early 2026, and further ambitions for Saudi Arabia within the same year, Ulta is set to become a significant player in the Middle East beauty scene.
Introducing “Beautytainment”
Ulta’s Middle Eastern venture introduces the captivating concept of “beautytaiment” — a blend of shopping and entertainment that promises to redefine the retail experience. Shoppers can expect to engage with over 80 brands, including some making their debut in the region, exclusive launches, and dynamic in-store activations aimed at transforming each visit into an experiential journey of discovery.
Strategic Importance and Market Impact
The arrival of Ulta Beauty in Kuwait is not merely about market entry but a strategic foot forward in an ongoing global expansion. This move follows their successful ventures in Canada, Mexico, and the U.K., reflecting a broader international ambition. Analysts note the role of the Alshaya Group in providing regional expertise, thus minimizing risks and accelerating Ulta’s establishment in the local market.
With its grand opening, Ulta Beauty sets a new benchmark for retail experiences and product availability in the Middle East. The initiative is poised to foster deeper connections between international and local brands, enrich the retail landscape, and delight beauty aficionados across the region.
