Ulta Beauty has officially opened its first stores in Mexico in partnership with multibrand retailer Axo. The rollout will include the rollout of Landing International's K-Beauty World at 10 Mexican Ulta Beauty stores, expanding an existing U.S.-based partnership and expanding K-beauty's reach in North America. (Separately, Peach & Lily is also delivering K-beauty via Mexican Ulta shops.)
Brands making their Mexico debut via the Ulta expansion include: Isima by Shakira, Orebella, Ulta Beauty Collection, Morphe, Bubble, about-face, Ouai, Half Magic and Kitsch.
Ulta is also featuring domestic Mexican brands, including AHAL, AloeVida, Bailando Juntos by Yuya, Sarelly Creativo Lab by Anna Sarelly and more.
The move comes amid a strong moment for the Mexican beauty and personal care market, which is expected to total $9.83 billion in 2025 and with a forecast growth rate of 3.11% through 2030. Notably, 20.4% of sales are expected to take place online, per Statista data.
Ulta Beauty opened its first store in Mexico at Antara Fashion Hall, Mexico City, on August 21, followed by Galerías Metepec on August 30. A private grand opening event is planned for September 18, 2025, at the Antara store. More locations are set to open across the region throughout the year. Below is a list of Ulta's store locations in Mexico (current and future):
- Altacia, León
- Antara, Mexico City
- Fórum Tlaquepaque, Guadalajara
- Galerías Guadalajara, Guadalajara
- Galerías Metepec, State of Mexico
- Península Tijuana, Tijuana
- Plaza Fiesta San Agustín Monterrey, Monterrey
- Plaza Satélite, State of Mexico
- Vía Viva, Guadalajara
“Entering Mexico represents a bold and exciting step for Ulta Beauty as we bring our unparalleled assortment and inclusive shopping experience to beauty lovers in this significant international market,” said Kecia Steelman, president and CEO of Ulta Beauty. “We’re thrilled to partner with Axo to share the brands and services our guests already know and love, while also celebrating and tailoring our offering to the vibrant beauty community in Mexico.”
“Mexico is home to one of the world’s most dynamic and passionate beauty communities,” said Andrés Gómez, CEO and chairman of the board at Grupo Axo. “We are proud to partner with Ulta Beauty to bring their one-of-a-kind retail experience to our market. Together, we look forward to inspiring guests with a fresh vision of beauty, powered by community, service, and innovation.”
K-Beauty World Expands to Mexico with Ulta Beauty
K-Beauty World, powered by Landing International, is expanding to Mexico with its partnership with Ulta Beauty. Starting August 21, seven K-beauty brands—Mixsoon, Bringgreen, Hanskin, NEOGEN, I’m From, Some By Mi and COSRX—became available at Ulta Beauty Mexico.
The launch began at Antara Fashion Hall in Mexico City, followed by Galerías Metepec on August 28. By January 2026, K-Beauty products will expand to 10 Ulta Beauty Mexico locations, including key cities like Guadalajara, León, Monterrey and Tijuana. An additional 15 stores are set to open by 2026, solidifying K-Beauty World’s growing presence in the region.
To celebrate this expansion, K-Beauty World will debut its K-Beauty Mart pop-up in Latin America. Modeled after Korea’s convenience stores, this traveling activation features interactive displays, bilingual education and exclusive early access to the latest K-Beauty trends. The tour aligns with major cultural events this fall, with stops and more locations to be announced soon.
Ulta Beauty Mexico will offer select products in stores and online at Ulta.com.mx as the rollout continues. Backed by a proprietary evaluation framework from Landing International, this launch highlights Mexico’s growing influence in the global beauty industry, with some brands like Bringgreen debuting in Mexico before the U.S. market.
