Ulta Beauty opens first Middle East store in Kuwait featuring regional brands
Ulta Beauty has opened its first Middle East store (November 7) at The Avenues Mall in Kuwait, showcasing regional brands including Nadine Njeim Beauty, Atyab Al Marshoud, Bex Beauty, Asteri and 38 brands from Wesams Group.
The 15,000 sq ft store also features the Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, Snif, as well as Peter Thomas Roth and Kiko Milano.
Ulta Beauty will also open soon with a location in the Mall of the Emirates in Dubai.
Ulta Beauty senior vice president of enterprise strategy and new growth Kristin Wolf says the launch marks the beginning of a new phase for the business and credits the partnership with Alshaya Group for helping to establish the store.
Wolf says: “Today marks the beginning of a new and exciting journey as Ulta Beauty launched our first store in the Middle East.
“Many thanks to our incredible Ulta Beauty team and to Alshaya Group, our fantastic partner in the region, who brought this vision to life! I could not be more excited about the path ahead. The global possibilities are beautiful!”
As part of the launch, which was hosted by Bella Hadid, Nadine Njeim Beauty announced a partnership with Ulta Beauty to expand its retail presence across the GCC. The brand’s products are now available in Kuwait, with further rollouts planned in the UAE and other markets.
In a LinkedIn post, a company spokesperson said: “We are thrilled to announce a strategic partnership between Nadine Njeim Beauty and Ulta Beauty.
“This collaboration marks a significant milestone in our journey to expand our retail presence across the GCC. We are immensely proud to join forces with a powerhouse like Ulta Beauty to bring our products closer to you.
“This means greater accessibility to your favourite products and an elevated in-store experience.”
Nadine Njeim Beauty CEO Layal Akouri also notes the collaboration between Alshaya Group and Ulta Beauty in establishing the store.
Akouri says: “Yesterday, I witnessed the opening of Ulta Beauty in Kuwait the Avenues, such a beautiful location, energy and professionalism from all Alshaya Group and Ulta Beauty.
“This is the beginning of a new journey for Nadine Njeim Beauty, lots of credit goes to our team, Ali Bazzi Ayat Habib and all Alshaya Group team for their amazing support. We are now available in Kuwait and soon in the UAE and so on.”
Meanwhile, Wesams Group has announced that 38 brands from its global and Korean portfolios are now available at the store.
The launch is part of Wesams Group’s regional expansion, with further collaboration planned as Ulta Beauty grows in the Middle East.
Wesams Group commercial & operations lead Qamar Yacoub says: “This incredible achievement marks a new chapter in our journey — a true record-breaking moment that reflects the vision, passion, and commitment of every single member of the Wesams family. From planning to execution, the collective hard work has truly paid off, bringing this dream to life in the most remarkable way.
“Our heartfelt appreciation goes to our inspiring leaders, Fawaz Alsharidah, Wesams Chairman, and Asem Alshalfi, Wesams CEO, for their unwavering support and leadership that continue to drive our success.
“A special thank you as well to our esteemed partners at ULTA Beauty — especially Ali Bazzi (VP), Carl Fisher, Ayat Habib, Clara Duenas and Aya Ezldeen — for their outstanding collaboration and shared vision in making this launch a reality.”
Elsewhere, Atyab Al Marshoud has also partnered with Ulta Beauty Middle East.
The partnership forms part of Atyab Al Marshoud’s regional expansion strategy, introducing its fragrance collections through Ulta Beauty’s retail network. Additional launches are planned as Ulta Beauty Middle East opens further locations across the region.
In a LinkedIn post, a company spokesperson said: “ We are proud to announce that Atyab Al Marshoud is now available at Ulta Beauty Middle East in Kuwait, beginning with the store’s grand opening on November 7, 2025.
“This partnership marks an important milestone in our regional journey, bringing together Atyab Al Marshoud’s heritage of luxury perfumery with Ulta Beauty’s world-class retail experience. Together, we aim to offer customers an elevated and immersive beauty destination that blends tradition with innovation.
“As part of our strategic expansion plan, Atyab Al Marshoud will continue to grow its presence through upcoming Ulta Beauty Middle East locations across the world, reinforcing our commitment to making our signature fragrances accessible to a wider audience across the region.”
Ulta Beauty President and CEO Kecia Steelman says: “Opening our first Ulta Beauty store in the Middle East is a proud moment for our brand and our partnership with Alshaya Group—and an important step in our global growth journey.
“The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the U.S., while incorporating unique elements that are important to the local consumer. We’re honoured to share our expertise for beauty with this vibrant and passionate new community through the hard work of the teams bringing it to life.”
Alshaya Group CEO John Hadden says: “Our fantastic new partnership with Ulta Beauty is another step forward for Alshaya Group as we bring the very best brands to the region.
“We know that beauty shoppers are excited for Ulta Beauty and can now experience the unique store environment and exclusive access to many brands for the first time in the region.”