US-based beauty retailer Ulta Beauty will make its debut in the United Arab Emirates with the opening of a store at Dubai’s Mall of the Emirates.
The store, in partnership with Alshaya Group, will open its doors to customers on January 29. It will offer makeup, skin care, hair care and fragrance from prestige to mass and emerging brands, as well as in-store makeup, skin, brow, and nail services delivered by experts.
The assortment features several new and exclusive US brands, such as Ulta Beauty Collection, Orəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, along with global labels and new, emerging local brands.
“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,” said Kecia Steelman, president and CEO of Ulta Beauty.
“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.”
Opening celebrations will include a series of in-store events, featuring product demos, giveaways, and founder appearances, through February 7.
The launch follows the opening of Ulta Beauty’s first store in Kuwait last year. The retailer also plans to open additional stores at the Dubai Mall on March 27, and Red Sea Mall in Jeddah, KSA on May 7, as part of its expansion strategy in the Middle East market.
John Hadden, CEO at Alshaya Group, said the partnership with Ulta Beauty marks a significant milestone for the company’s beauty portfolio.
Founded in Kuwait in 1890, Alshaya operates across the Middle East, North Africa and Europe, with over 3500 stores, cafes, restaurants, and leisure destinations of well-known brands such as Starbucks, American Eagle, Footlocker, Victoria’s Secret, H&M, Bath & Body Works and Chipotle.
