Ulta Beauty Makes Debut in the Middle East
HEALTH & BEAUTY
In Partnership with Alshaya Group, the largest specialty beauty retailer in the United States will open its first franchise store at The Avenues mall in Kuwait.
The beauty world has a new destination. In a highly anticipated move that signals a major acceleration of its international strategy, Ulta Beauty has officially announced its first-ever physical store in the Middle East, opening in Kuwait. This milestone launch, situated in one of the region's premier retail hubs, marks a significant moment for the US beauty giant as it steps outside of the North American continent to serve a new, sophisticated, and vibrant customer base.
The debut store is set to open at The Avenues mall in Kuwait, a fittingly grand location for a brand that dominates the American beauty landscape. Ulta's intentional decision to enter the Middle East first underscores the region's status as a key market for prestige brands, high engagement, and discerning beauty consumers.
The Strategy: Partnering for Global Reach
This international expansion is a strategic joint venture with the Easa Saleh Al Gurg Group (ESAG), a move that leverages ESAG’s deep expertise in navigating the local retail environment and understanding the cultural nuances of the Middle Eastern consumer. By teaming up with a trusted partner, Ulta is ensuring its unique "beauty playground" concept—famous for seamlessly blending prestige, mass, and professional products—is adapted perfectly for its new global audience.
Ulta’s goal is not simply to sell product; it is to replicate the iconic, comprehensive shopping experience that made it America’s largest beauty retailer. This means bringing its diverse assortment, including beloved US and international brands, to shoppers who crave both innovative, clean products and cult-favorite classics.
The Store: A Curated Beauty Playground
While Ulta is famous for its breadth of brands, the Kuwait store will offer a carefully curated selection that caters to the Middle East's strong focus on luxury and high-quality cosmetics. Shoppers can expect the signature Ulta mix: everything from affordable daily essentials to high-end skincare and makeup, all under one roof.
For years, global beauty fans have followed US trends and sought out specific brands; now, Ulta is delivering that access directly to them. This expansion isn't just a retail opportunity—it's a cultural exchange, providing a new platform for beauty discovery and self-expression.
A Focus on the Future
Ulta’s launch in Kuwait is clearly just the first phase of a broader international rollout. By planting its flag in one of the Middle East's most dynamic retail centers, the company is positioning itself to be a leader in the global beauty market for years to come.
The ultimate vision is to meet the unique beauty needs of every customer, everywhere. This new Middle Eastern store will serve as the blueprint for connecting the Ulta experience—the blend of service, discovery, and product diversity—with the local passion for beauty, cementing Ulta's status as a truly global force in retail.