ULTA Beauty Expands Its Footprint in the Middle East
New Flagship Store in Dubai Mall
ULTA Beauty has officially announced that it will open its second flagship store in the UAE at the iconic Dubai Mall. This move marks a pivotal step in the beauty retailer’s strategy to expand its presence in the Middle East. Alongside this development, ULTA is also set to venture into the Saudi Arabian market, further broadening its regional reach.
The Dubai Mall location will be the third store in ULTA’s initial rollout in the Middle East. This follows the opening of its first store at The Avenues in Kuwait and the upcoming launch at Mall of the Emirates, which is scheduled for late 2025.
Insights from Leadership
In a recent interview with Arabian Business, ULTA Beauty’s CEO, Kecia Steelman, shared insights about the company’s expansion plans. “We have three stores that we have shared publicly: The Avenues in Kuwait, the Mall of the Emirates, and then Dubai Mall—three fantastic premium locations that only Alshaya could have brought us to market with,” she stated.
Kristin Wolf, Senior Vice President of Enterprise Strategy and New Growth, echoed Steelman’s sentiments, emphasizing the rapid expansion plans. “While we are starting in Kuwait and in the Emirates, we will quickly be expanding to Saudi Arabia and then more broadly across the Gulf region as well,” she confirmed.
A Prime Location for Beauty Retail
The Dubai Mall is one of the most visited shopping destinations globally, attracting over 100 million visitors annually. This makes it an ideal location for ULTA Beauty, as it will cater to both local residents and international tourists—key demographics for beauty retail in the UAE.
Steelman highlighted the urgency of their growth strategy, stating, “We are going to be rapidly growing at a pace here in the Middle East.” While the Mall of the Emirates store is set to open by the end of 2025, the timeline for the Dubai Mall location has yet to be officially announced, although a 2026 opening seems likely.
Tailored Product Offerings
Both the Dubai Mall and Mall of the Emirates locations will feature ULTA Beauty’s unique format, which combines mass and prestige beauty brands under one roof. The stores will also showcase ULTA’s exclusive product line.
With over 25,000 products from more than 80 brands, the stores will offer what Steelman describes as a “localized, tailored assortment.” This will include beauty brands from local and regional founders alongside international favorites. “We are going to be able to have some localized, tailored assortments by the beauty brand and founders of the area, to have a concept inside the store that’s for them, by them,” she explained.
A Vision for Global Expansion
ULTA Beauty aims not only to introduce brands to the Middle East but also to create pathways for regional brands to enter Western markets. This strategy aligns with the company’s vision of becoming “the largest beauty retailer in the world.” Currently, ULTA operates around 1,500 stores in the United States and sees potential for growth to 1,800 locations while simultaneously expanding its international footprint.
Steelman emphasized the importance of strategic partnerships in this expansion. “I do not want to have partnerships with tons and tons of people out there. I want to pick strategic players that can take us into more than one country,” she noted. This approach is evident in ULTA’s collaboration with the Alshaya Group, which will facilitate its growth in the Middle East.
Commitment to Customer Experience
For Steelman, the mission of ULTA Beauty is clear: “You’re already beautiful when you come in [to the store]. It’s just our role and our responsibility to help you feel like the best version of yourself.” This commitment to enhancing customer experience will be a cornerstone of ULTA’s operations as it continues to grow in the Middle East and beyond.
As ULTA Beauty prepares for its upcoming openings, the excitement surrounding its expansion is palpable, promising a new era for beauty retail in the region.
