Ulta Beauty will make its debut in the United Arab Emirates with the opening of a store in the Mall of the Emirates on Jan. 29.
The store will be run in partnership with franchise operator Alshaya Group, which is handling operations for Ulta’s expansion across the region. The retailer opened its first store in the Middle East in Kuwait in November 2025, and additional UAE stores at Dubai Mall and Red Sea Mall in Jeddah will follow on March 27 and May 7, respectively.
To mark its debut in the UAE, Ulta will roll out a program of events at Mall of the Emirates spotlighting regional founders of homegrown beauty brands through daily events, live demonstrations and in‑store appearances.
The celebrations will open with a special appearance by actress and founder of Nadine Njeim Beauty, Nadine Njeim, on Jan. 29. Then from Jan. 30 to Feb. 7, the festivities will continue with product demos, giveaways and founder appearances. Participating regional entrepreneurs include singer Balqees Fathi, founder of Bex Beauty; Sara AlRashed of Asteri; Noha Nabil Beauty; Bassam Fattouh Cosmetics; Vimi Joshi Beauty and influencer Mina Al Sheikhly.
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“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,” said Kecia Steelman, President and CEO of Ulta Beauty in a statement. “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.”
