I visited Ulta Beauty's first store in Dubai expecting it to be just like US stores. It wasn't.

"In the US, Ulta Beauty shoppers can buy an $8 mascara and an $80 serum in the same trip. Now the retailer is bringing that formula to Dubai. Last week, the beauty brand opened its first store in Dubai, marking the next step in its Middle East expansion after its Kuwait launch last year. The rollout comes as the American beauty chain - which operates more than 1,500 stores in the US - looks beyond its home market for growth. The move, CEO Kecia Steelman said in a 2025 interview with Vogue Business, was driven in part by demand from international shoppers already familiar with the brand."

""We've consistently heard from this strong, beauty-loving consumer that they want our brand to come here," she said, crediting social media for building awareness outside the US. Dubai was a logical next step. The city is one of the region's largest shopping and tourism hubs, where mall culture accounts for a large share of consumer spending. Beauty is a big part of that."

"According to the International Trade Administration, as of 2024, the UAE's cosmetics and personal care market is valued at roughly $1.16 billion and spans fast-growing segments, including skincare, fragrance, and personal care. Ulta Beauty's entry point is via the Mall of the Emirates, where the brand opened in a busy beauty corridor across Faces, a leading regional beauty chain, Gucci Beauty, YSL Beauty, and Dior Beauty. The store is operated in partnership with Alshaya Group, one of the region's largest retail groups, which manages hundreds of international brands, including American Eagle, Charlotte Tilbury, Chipotle, and more, across Middle East malls."

Ulta Beauty opened its first Dubai store at the Mall of the Emirates ahead of a January launch. The store features a clean, contemporary design that feels like an elevated version of the U.S. format. The product assortment blends mass and prestige brands, though many brands differ from U.S. locations and some prices are higher than U.S. levels. The expansion follows a Kuwait opening and aligns with a strategy to grow outside the U.S., driven by demand from international shoppers and social media awareness. The Dubai store operates through a partnership with regional retail operator Alshaya Group.

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