Ulta Beauty is set to make its debut in the United Arab Emirates with the opening of its store in Mall of the Emirates on January 29, 2026, in partnership with Alshaya Group. 

Marking a major milestone in Ulta Beauty’s global expansion, building on the first store opening in Kuwait on November 7, 2025, the Mall of the Emirates opening will be closely followed by new Ulta Beauty stores in Dubai Mall and Red Sea Mall in Jeddah.

Operated by Alshaya Group, Ulta Beauty’s entry into the UAE signals a new chapter for beauty retail in the region, bringing together global brands, local voices and all things beauty, all in one place.

Kecia Steelman, President and Chief Executive Officer at Ulta Beauty, said,

“The UAE launch marks an exciting milestone for Ulta Beauty and Alshaya Group as we continue our expansion in the Middle East and bring our distinctive beauty experience to the region. We are proud of the teams who brought this vision to life and look forward to welcoming guests in Dubai to discover a destination where beauty, self-expression, and possibility come together.”

The Mall of the Emirates offers makeup, skin care, hair care, and fragrance – from prestige to mass and emerging brands – as well as in-store makeup, skin, brow, and nail services delivered by category experts. 

The curated assortment features several new and exclusive beloved U.S. brands, such as Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, and Snif, along with global favorites such as Peter Thomas Roth and RMS, and new, emerging local brands.

John Hadden, Chief Executive Officer at Alshaya Group, commented,

“We are incredibly proud to partner with Ulta Beauty as we bring the brand’s first store to the UAE. This launch at Mall of the Emirates is a significant milestone for our beauty portfolio and reflects our continued focus on delivering outstanding retail experiences that customers across the region have been waiting for, and we are looking forward to more openings across the region.”

From January 30 to February 7, there will be a series of in-store events, featuring product demos, giveaways, and founder appearances. 

Participating regional entrepreneurs include celebrated singer Balqees Fathi, founder of Bex Beauty; Sara AlRashed of Asteri; Noha Nabil Beauty; Bassam Fattouh Cosmetics; Vimi Joshi Beauty, and Mina Al Sheikhly.

Following the Mall of the Emirates opening, Ulta Beauty’s presence in the region will continue to grow with additional store openings planned at the Dubai Mall on March 27, 2026, and Red Sea Mall in Jeddah, KSA, on May 7, 2026.

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Photo: Shutterstock/ Ian Dewar Photography