Ulta Beauty, Inc. (NASDAQ:ULTA) is advancing its Middle East expansion with the announcement of its upcoming store launch in Dubai at the Mall of the Emirates, scheduled for January 29, 2026. This development builds directly upon Ulta's pioneering entry into the region through its inaugural store in Kuwait, which opened in November 2025. The retailer is collaborating with the Alshaya Group for this venture, a significant player in the region known for managing numerous international retail brands. The Dubai establishment will serve as a comprehensive beauty destination featuring categories such as makeup, skincare, hair care, fragrance, and services, all situated in one location to create a holistic shopping experience.
The product selection at the Mall of the Emirates store is said to encompass an extensive assortment that includes Ulta's proprietary Ulta Beauty Collection, as well as other notable lines such as Ôrəbella, Morphe, Polite Society, and LolaVie. Importantly, the store aims to introduce a set of brands to the Middle Eastern consumer base for the first time, combining prestige global names like Peter Thomas Roth and RMS with local labels, accommodating diverse consumer preferences within the region.
Looking beyond the initial opening in Dubai, Ulta Beauty plans to further establish its regional presence by launching additional stores at Dubai Mall and the Red Sea Mall located in Jeddah, Saudi Arabia, within 2026. These openings highlight a strategic approach to capturing high-traffic and prominent retail venues across key Middle Eastern markets.
To commemorate the opening and engage the community, Ulta Beauty has outlined a series of pre-launch and launch-week events slated for January 29 through February 7, 2026. These activities will include live product demonstrations and opportunities for patrons to meet regional entrepreneurial figures. Notably, actress and entrepreneur Nadine Njeim, founder of Nadine Njeim Beauty, will be present on opening day to personally contribute to the festivities. The events aim to showcase Ulta’s dedication not only to retail but also to supporting local beauty entrepreneurs and fostering strong consumer relationships.
John Hadden, CEO of Alshaya Group, characterized the Dubai launch as a "major milestone" for the company's beauty division, emphasizing its strategic significance within Alshaya's portfolio. Ulta Beauty’s CEO and president, Kecia Steelman, expressed enthusiasm for introducing Ulta’s distinctive beauty retail format to Dubai’s consumers, highlighting the company’s commitment to delivering a unique shopping experience.
Following the announcement, Ulta Beauty’s shares were trading up by 0.79%, priced at $687.16 at the time of reporting. This movement reflects the market’s favorable reception to the company’s international growth initiatives.
Going forward, Ulta Beauty’s expansion steps illustrate a focused approach to entering and growing within the Middle East’s beauty market through collaboration with established regional players, broad product offerings, and strategic store locations. The integration of live events and high-profile local partnerships signals a comprehensive strategy to build brand presence and consumer engagement in this emerging market. The company’s precise adherence to a curated brand mix and emphasis on service offerings align with its broader objective of creating a differentiated retail destination in the region.
The product selection at the Mall of the Emirates store is said to encompass an extensive assortment that includes Ulta's proprietary Ulta Beauty Collection, as well as other notable lines such as Ôrəbella, Morphe, Polite Society, and LolaVie. Importantly, the store aims to introduce a set of brands to the Middle Eastern consumer base for the first time, combining prestige global names like Peter Thomas Roth and RMS with local labels, accommodating diverse consumer preferences within the region.
Looking beyond the initial opening in Dubai, Ulta Beauty plans to further establish its regional presence by launching additional stores at Dubai Mall and the Red Sea Mall located in Jeddah, Saudi Arabia, within 2026. These openings highlight a strategic approach to capturing high-traffic and prominent retail venues across key Middle Eastern markets.
To commemorate the opening and engage the community, Ulta Beauty has outlined a series of pre-launch and launch-week events slated for January 29 through February 7, 2026. These activities will include live product demonstrations and opportunities for patrons to meet regional entrepreneurial figures. Notably, actress and entrepreneur Nadine Njeim, founder of Nadine Njeim Beauty, will be present on opening day to personally contribute to the festivities. The events aim to showcase Ulta’s dedication not only to retail but also to supporting local beauty entrepreneurs and fostering strong consumer relationships.
John Hadden, CEO of Alshaya Group, characterized the Dubai launch as a "major milestone" for the company's beauty division, emphasizing its strategic significance within Alshaya's portfolio. Ulta Beauty’s CEO and president, Kecia Steelman, expressed enthusiasm for introducing Ulta’s distinctive beauty retail format to Dubai’s consumers, highlighting the company’s commitment to delivering a unique shopping experience.
Following the announcement, Ulta Beauty’s shares were trading up by 0.79%, priced at $687.16 at the time of reporting. This movement reflects the market’s favorable reception to the company’s international growth initiatives.
Going forward, Ulta Beauty’s expansion steps illustrate a focused approach to entering and growing within the Middle East’s beauty market through collaboration with established regional players, broad product offerings, and strategic store locations. The integration of live events and high-profile local partnerships signals a comprehensive strategy to build brand presence and consumer engagement in this emerging market. The company’s precise adherence to a curated brand mix and emphasis on service offerings align with its broader objective of creating a differentiated retail destination in the region.