Ulta Beauty, Inc. (NASDAQ:ULTA) shares were trading higher on Friday after the specialty retailer announced its first store opening in the United Arab Emirates.
The cosmetics and skincare giant said it will debut at Mall of the Emirates on Jan. 29, in partnership with Alshaya Group.
Ulta Beauty added that the store in the Mall of the Emirates builds on its first Middle East store in Kuwait, which opened in November 2025.
The Dubai launch will be followed by stores at Dubai Mall and Red Sea Mall in Jeddah later in 2026. In fact, the UAE store will feature makeup, skin care, hair care, fragrance and beauty services under one roof.
The store will offer products from prestige, mass and emerging brands, including several new names for the region.
Ulta Beauty said the curated assortment will include favorites such as Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society and LolaVie.
Global brands like Peter Thomas Roth and RMS will also be available alongside local labels.
Celebrations and Events
The firm will host pre-launch and launch-week events featuring live demos and appearances by regional founders.
The festivities kick off with an appearance by Nadine Njeim, an actress and founder of Nadine Njeim Beauty, on opening day.
The company said events from Jan. 30 to Feb. 7 will include product demonstrations and local entrepreneur showcases.
John Hadden, CEO at Alshaya Group, said the UAE launch is a major milestone for his company’s beauty portfolio.
Kecia Steelman, president and CEO of Ulta Beauty, said she looks forward to bringing Ulta’s beauty experience to Dubai customers.
ULTA Price Action: Ulta Beauty shares are trading higher by 0.79% to $687.16 at publication on Friday.
Phoyo: Ken Wolter via Shutterstock
Recent Comments