Ulta Beauty, the largest specialty beauty retailer in the U.S. market, will open its first store in the United Arab Emirates on January 29, 2026, at Mall of the Emirates, marking the next phase of its Middle East rollout in partnership with Alshaya Group.
The UAE debut follows Ulta Beauty’s regional entry in Kuwait at The Avenues on November 7, 2025, and underscores a rapid expansion strategy across the Gulf. Additional stores are scheduled to open at Dubai Mall on March 27, 2026, and Red Sea Mall in Jeddah, Saudi Arabia, on May 7, 2026.
The Mall of the Emirates location will introduce Ulta Beauty’s full “All Things Beauty, All in One Place” concept to the UAE, spanning makeup, skin care, hair care and fragrance across mass, prestige and emerging brands, alongside in-store makeup, skin, brow and nail services.
The assortment will feature Ulta-exclusive and U.S.-imported brands including Ulta Beauty Collection, Morphe, Polite Society, Ôrəbella, Snif, LolaVie and Better World Fragrance House, alongside global names such as Peter Thomas Roth and RMS, as well as emerging regional brands.
To mark the opening, Ulta Beauty will host a weeklong program of founder-led events and in-store activations, spotlighting Middle Eastern beauty entrepreneurs. The launch will kick off with an appearance by actress and founder Nadine Njeim, followed by events featuring founders from brands including Bex Beauty, Asteri, Bassam Fattouh Cosmetics, Noha Nabil Beauty and Vimi Joshi Beauty.
“This launch at Mall of the Emirates is a significant milestone for our beauty portfolio,” said John Hadden, CEO of Alshaya Group, citing strong regional demand for experiential, brand-rich beauty retail. Ulta Beauty CEO Kecia Steelman described the UAE opening as a key step in the company’s broader international growth strategy.
Operated by Alshaya Group, Ulta Beauty’s Middle East expansion positions the retailer to test its mass-to-prestige, service-led model in one of the world’s fastest-growing and most brand-driven beauty markets, with additional regional locations planned beyond 2026.
