DUBAI: US cosmetics store chainUltaBeautyis preparing to expand into the Middle East, with openings planned in , the UAE and Kuwait.
“The Middle East is one of the world’s largest and fastest-growingbeautymarkets, with a consumer who is both passionate aboutbeautyand deeply engaged with global trends,”UltaBeautyPresident and CEO Kecia Steelman told Arab News recently.
The partnership will be with Kuwaiti franchise operator Alshaya Group, she added.
The first store will open in Kuwait City at The Avenues, followed by branches at Mall of the Emirates and Dubai Mall in the UAE in December, with Saudi openings planned for the first half of 2026.
Kristin Wolf, senior vice president atUltaBeauty, said the stores will feature a wide portfolio across price points and categories, with 80 making their Middle East debut, including theUltaBeautyCollection.
Kristin Wolf is the senior vice president atUltaBeauty. (Supplied)
The company confirmed that store layouts will include makeup, skincare, fragrance, haircare and wellness, with localized sections for regional founders and brands.
Wolf said: “UltaBeautystands apart because we bring ‘All ThingsBeauty, All in One Place’ through a unique business model and varied assortment.
“From everyday essentials to luxury products,UltaBeautyoffers something for everybeautyenthusiast all under one roof.”
“This breadth and accessibility has allowed us to disrupt the USbeautymarket, and we see significant whitespace to introduce this differentiated shopping experience to guests in the Middle East,” she added.
Steelman said skincare was “absolutely a priority forUltaBeautyand a category where we see tremendous growth and opportunity worldwide.”
“We are also bringing our focus on K-Beauty, across both skincare and makeup, that is resonating so well with US guests to the Middle East.
“We believe this combination of global innovation and local relevance will strongly connect withbeautylovers in the region,” Steelman added.