Ulta Beauty, the largest specialty beauty retailer in the United States, is entering the UAE market with the opening of its first store at Mall of the Emirates on 29 January 2026, marking a significant milestone in the brand’s expansion in the Middle East. The launch is being delivered through a strategic partnership with Alshaya Group, one of the world’s leading international retail franchise operators.
The Mall of the Emirates opening builds on Ulta Beauty’s first Middle East store, which opened in Kuwait on 7 November 2025. Following its UAE debut, Ulta Beauty will continue to expand its regional footprint with confirmed store openings at Dubai Mall and Red Sea Mall in Jeddah later in 2026.
Partnership with Alshaya Group accelerates Ulta Beauty’s regional strategy
The partnership with Alshaya Group is central to Ulta Beauty’s Middle East rollout, enabling the brand to tap into Alshaya’s extensive retail infrastructure, market expertise, and deep understanding of evolving consumer behavior across the Gulf and wider MENA region.
Alshaya Group has built a strong reputation for successfully launching and scaling global brands across fashion, food, lifestyle, and beauty. With operations spanning the Middle East, North Africa, Türkiye and Europe, and a portfolio of more than 50 international brands, the group is uniquely positioned to support Ulta Beauty’s entry into high-growth markets such as the UAE and Saudi Arabia.
The move also reflects how global retailers are increasingly relying on experienced regional partners to enter complex markets, ensuring speed-to-market, local relevance, and premium customer experiences.
Ulta Beauty introduces its all-inclusive beauty concept to the UAE
Ulta Beauty’s opening at Mall of the Emirates marks the introduction of the brand’s signature, all-inclusive beauty destination concept to the UAE. The store brings together makeup, skincare, haircare, and fragrance across prestige, mass, and emerging brands, offering customers a broad and curated assortment under one roof.
In addition to retail products, the store will offer in-store beauty services, including makeup, skin, brow, and nail treatments delivered by trained category experts. This combination of product breadth and professional services reflects Ulta Beauty’s established retail model and mirrors the experience offered across its existing international footprint.
The UAE debut builds on Ulta Beauty’s first Middle East store in Kuwait and forms part of its continued regional rollout, with additional locations already confirmed for Dubai Mall and Red Sea Mall in Jeddah later in 2026.
Exclusive brands and founder-led events anchor the UAE launch
A central feature of Ulta Beauty’s UAE debut is its curated brand assortment, bringing together exclusive US beauty labels, global favourites, and emerging regional brands. The selection at the Mall of the Emirates store includes Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, alongside internationally recognised names such as Peter Thomas Roth and RMS.
The launch is accompanied by a programme of in-store events at Mall of the Emirates, designed to spotlight regional founders and homegrown beauty brands. The schedule spans late January through early February and includes live demonstrations, product showcases, giveaways, and founder appearances.
Participating entrepreneurs include singer Balqees Fathi, founder of Bex Beauty; Sara AlRashed of Asteri; Noha Nabil Beauty; Noha Nabil Beauty; Bassam Fattouh Cosmetics; Vimi Joshi Beauty; and Mina Al Sheikhly, with a special opening-day appearance by actress and founder of Nadine Njeim Beauty, Nadine Njeim.
Leadership Commentary Highlights Strategic Expansion
Commenting on the launch, John Hadden, Chief Executive Officer at Alshaya Group, said: “We are incredibly proud to partner with Ulta Beauty as we bring the brand’s first store to the UAE. This launch at Mall of the Emirates is a significant milestone for our beauty portfolio and reflects our continued focus on delivering outstanding retail experiences that customers across the region have been waiting for, and we are looking forward to more openings across the region.”
Kecia Steelman, President and Chief Executive Officer at Ulta Beauty, said: “The UAE launch marks an exciting milestone for Ulta Beauty and Alshaya Group as we continue our expansion in the Middle East and bring our distinctive beauty experience to the region. We are proud of the teams who brought this vision to life and look forward to welcoming guests in Dubai to discover a destination where beauty, self-expression, and possibility come together.”
Following the Mall of the Emirates opening, Ulta Beauty’s regional presence continues to expand with additional store openings confirmed for Dubai Mall and Red Sea Mall in Jeddah, reinforcing the brand’s long-term commitment to the Middle East and its partnership with Alshaya Group.
