The ULTA Beauty Dubai launch marks a major milestone for the international retailer. It partners with Alshaya Group to open its first store at Mall of the Emirates. Additionally, more stores are planned across the UAE and the GCC region. Unlike traditional approaches, ULTA actively scouts for Middle Eastern beauty brands to introduce in the US, creating a reverse flow of innovation and expertise.
CEO Kecia Steelman calls this the “power of globalisation.” She aims to connect consumers and brands across continents. Furthermore, the Middle East represents one of the world’s most sophisticated beauty markets, with highly educated and trend-conscious consumers. The beauty and personal care market in the region currently values over $46 billion and is expected to reach $60 billion by year-end. Therefore, ULTA’s Dubai launch forms part of a strategic expansion. Its flagship stores in Kuwait and Dubai Mall aim to establish the region as a core growth market rather than a testing ground.
The partnership with Alshaya combines ULTA’s 35 years of retail experience with regional knowledge across hundreds of brands. This collaboration allows ULTA to offer localized assortments curated by Middle Eastern beauty experts, providing authentic and tailored experiences. Steelman stressed that store concepts are designed “for them, by them,” which ensures cultural relevance and customer education remain top priorities.
ULTA also targets younger generations, including Gen Z and Gen Alpha. Moreover, trends such as fragrance layering, wellness-focused products, and advanced skincare are reshaping demand. Steelman emphasizes that store associates must stay updated to meet these evolving expectations and provide expert guidance.
Despite the rise of e-commerce, physical retail remains essential. In the US, 80 percent of sales occur in-store, proving the value of hands-on experiences, product trials, and social interactions. Consequently, ULTA stores in the Middle East aim to replicate this success. Steelman said, “It’s so fun to walk in our stores… where the child, mother, and grandmother can shop, and we’ve got something for everyone.”
ULTA’s global strategy includes acquisitions, joint ventures, and franchise agreements. These initiatives allow the company to adapt to local markets while preserving its brand identity. The company aims to become the “top global beauty brand” within five years. Steelman concluded, “There’s just so much heaviness in the world, and the fact that this can be a place where we all have commonality is how we all can help each other feel better about the world itself.”
The ULTA Beauty Dubai launch reshapes global beauty retail. By combining US retail expertise with Middle Eastern insights, ULTA positions the UAE not only as a consumer hub but also as a source of innovation. As a result, it can transform the region’s beauty market while helping local brands expand globally.
