If you’ve ever wished for a beauty space that stocks everything from cult-favourite skincare to everyday essentials, your dream is about to become reality. Ulta Beauty is officially making its way to the Middle East. The American beauty retail giant, known for its unmatched lineup of prestige, indie, and drugstore brands, is set to open its first stores in the region through a franchise partnership with the Alshaya Group.
The first locations are expected to launch in late 2025, and if Ulta’s U.S. model is anything to go by, expect a beauty playground packed with must-have skincare, makeup, haircare, and fragrance offerings. Whether you’re on the hunt for high-end exclusives, TikTok-viral beauty finds, or budget-friendly essentials, Ulta Beauty has made a name for itself as the one-stop shop for it all. Plus, with a strong focus on in-store services, it wouldn’t be surprising to see a dedicated salon and beauty bars making their way to the region.
What Does This Mean for the Middle East’s Beauty Scene?
The Alshaya Group, a powerhouse in Middle Eastern retail (think Sephora, Bath & Body Works, and Victoria’s Secret), is leading Ulta Beauty’s expansion, and their track record speaks for itself. With the region’s growing demand for diverse beauty brands and immersive retail experiences, Ulta’s arrival couldn’t be more timely.
Kristin Wolf, Ulta Beauty’s Senior VP of Enterprise Strategy and New Growth, highlighted that this expansion is a key move for the brand. “Our partnership with Alshaya marks an exciting opportunity to expand Ulta Beauty’s differentiated business model to a new market, as part of our overall growth strategy,” she said.
And let’s talk loyalty. If Ulta’s iconic Ultamate Rewards program follows suit in the Middle East, beauty lovers could be in for some serious perks, including points-based discounts and exclusive deals.
While this marks Ulta Beauty’s first foray into the Middle East, the brand has been making moves globally, with a joint venture in Mexico announced just last year. With more than 1,400 stores across the U.S., Ulta is proving that its unique retail model—curating everything from drugstore gems to luxury brands under one roof—has universal appeal.
