Beauty Industry

Ulta Beauty Expands into Mexico

This expansion also includes K-Beauty World, as Mixsoon, Bringgreen, Hanskin, Neogen, I’m From, Some By Mi, and CosRx enter Ulta in Mexico.

September 4, 2025

By: Rachel Klemovitch

Assistant Editor

Ulta Beauty officially opened its first stores in Mexico, marking the brand’s brick-and-mortar international debut and an exciting milestone in Ulta Beauty’s growth strategy.

In partnership with Axo, Ulta Beauty brings its unique retail experience of “All Things Beauty. All in One Place” to a new market.

Kecia Steelman, President and CEO of Ulta Beauty, commented,

“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. 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.”

Brands & Celebrations

To celebrate, Ulta Beauty will host a private grand opening celebration on September 18, 2025, at its Antara store, allowing beauty lovers and VIP guests to experience the brand’s signature mix of exclusive products, immersive experiences, and beautiful possibilities.

For the first time, 35 beloved beauty brands will be available to shop in Mexico.

This includes Isima by Shakira, Peach & Lily, Orebella, Ulta Beauty Collection, fan favorites like Morphe, Bubble, about-face, Ouai, Half Magic, and Kitsch.

K-Beauty World will also launch in Ulta Beauty Mexico, introducing Mixsoon, Bringgreen, Hanskin, Neogen, I’m From, Some By Mi, and CosRx.

Local Mexican beauty brands include Ahal, AloeVida, Bailando Juntos by Yuya, Sarelly Creativo Lab by Anna Sarelly, and more will also be available.

The stores will also feature trend-driven displays, beauty services, and immersive experiences designed to make beauty accessible, welcoming, and fun.

To amplify K-Beauty World’s expansion into Mexico, the brand will launch a Latin America tour of its K-Beauty Mart, a traveling immersive pop-up, which recently completed its U.S. tour in five locations.

Modeled after Korea’s beloved convenience stores, the activation will travel to key Latin-forward cultural moments throughout fall, featuring interactive displays, bilingual education, and early access to K-Beauty’s next big hits.

Andrés Gómez, CEO and chairman of the board at Grupo Axo, said,

“Mexico is home to one of the world’s most dynamic and passionate beauty communities. 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.”

Ulta Beauty’s first store in Mexico opened on August 21 at Antara Fashion Hall in Mexico City, followed by Galerías Metepec on August 30, with further openings scheduled to debut across the region throughout the year.