Ulta Beauty Expands into UAE with High-Profile Launch at Mall of the Emirates

Ulta Beauty is partnering with Alshaya Group, a renowned international retail franchise operator, to facilitate its entry into the UAE market. This collaboration underscores Ulta Beauty's commitment to delivering exceptional retail experiences, tailored to meet the desires of beauty enthusiasts across the region.

John Hadden, Chief Executive Officer at Alshaya Group, expressed his enthusiasm for the partnership, stating, “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.”

The store at Mall of the Emirates promises to be an all-inclusive beauty destination, offering a comprehensive range of products and services. Customers can look forward to an extensive selection that includes makeup, skincare, hair care, and fragrances, featuring both prestige brands and emerging local favorites. The curated assortment will showcase exclusive U.S. brands like Ulta Beauty Collection, Ôrəbella, Morphe, and Polite Society, alongside renowned names such as Peter Thomas Roth and RMS.

In addition to retail offerings, the store will provide in-store beauty services, including makeup applications, skincare consultations, and nail services, all delivered by category experts. Kecia Steelman, President and Chief Executive Officer at Ulta Beauty, emphasized the significance of this launch, stating, “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.”

To celebrate its entry into the UAE, Ulta Beauty has planned a dynamic program of events surrounding the store’s opening. The festivities will kick off on January 29 with a special appearance by acclaimed actress and founder of Nadine Njeim Beauty, Nadine Njeim. Throughout the launch week, from January 30 to February 7, customers can partake in a series of engaging events featuring product demonstrations, giveaways, and appearances by regional beauty entrepreneurs, including celebrated singer Balqees Fathi and several other influential founders.

This engagement initiative not only highlights Ulta Beauty’s commitment to fostering local talent but also serves to create a vibrant community around beauty and self-expression.

Following the Mall of the Emirates opening, Ulta Beauty will continue to expand its footprint in the Middle East with additional stores planned for Dubai Mall on March 27, 2026, and Red Sea Mall in Jeddah, Saudi Arabia, on May 7, 2026. These strategic openings reflect Ulta Beauty’s long-term commitment to establishing a robust presence in the region.

With Alshaya Group at the helm of operations in the UAE, Ulta Beauty is poised to redefine the beauty retail landscape by merging global brands with local voices, creating a unique shopping experience that celebrates beauty in all its forms.

Ulta Beauty's entry into the UAE marks an exciting new chapter not just for the retailer but for beauty enthusiasts in the region. As the brand begins its journey in the Middle East, it promises to deliver a diverse array of products and services, along with memorable experiences that inspire beauty and self-expression among its customers. The upcoming launch at Mall of the Emirates is just the beginning of what is sure to be a transformative expansion for Ulta Beauty.