Lately, we’re thinking in only orange and pink. Can you blame us? USA beauty superstar, Ulta Beauty, is coming to the Middle East and we *cannot control our excitement. It’s not just us. Influencers and celebs around the region are buzzin’ too.
As of 7 November, exciting makeup brands like Polite Society will be in the carts of beauty lovers across Kuwait and by December, the girlies in Dubai will be cruisin’ down SZR with their Ulta hauls.
We sat down with Ulta’s CEO and President, Kecia Steelman, to bring you the insider scoop on the mega launch.
Cosmo ME: Welcome to the Middle East. Everyone was so excited when the news broke about Ulta launching here. What made you say, “let’s launch in the Middle East”?
Kecia Steelman: We have been in beauty for 35 years in the United States. As we looked to grow globally, we wanted to understand the consumer and identify the right markets to bring our brand to life. The Middle Eastern consumer truly knows beauty.
Through social media, we also heard very clearly that this was a market asking for us to come.
It was important for us to remain authentic to our brand. From low to lux, everything we do is designed to bring Ulta to life.
Finding the right partner was critical, and I cannot imagine a better one than Alshaya. They understand the consumer here, they have the right connections, and they put the guest at the centre of everything. That has always been our approach in the United States, and I believe it is in Alshaya’s DNA as well.
Cosmo ME: What makes Ulta different than other beauty retailers?
Kecia Steelman: Generational shopping is one of the first things that sets us apart. In our stores, you will often see mothers, daughters, and grandmothers shopping together. We cover all price points and categories, so everyone feels included.
The second is how we keep the guest front and centre. We believe you are already beautiful when you walk through our doors.
Our responsibility is to help you feel your best version of yourself, authentically and without judgement. We are inclusive, accessible, and fun.
Beauty should not be overwhelming, it should be joyful.
Cosmo ME: Ulta is famous for its “all things beauty, all in one place” philosophy. How will you translate that to resonate with beauty lovers in the Middle East?
Kecia Steelman: Respecting the knowledge of the Middle Eastern consumer is key. With Alshaya, we understand which brands already resonate here.
While we will bring in leading U.S. brands, we are also excited to highlight regional ones. We will create a dedicated section in our stores for products by local founders. It may even open the door for some of these brands to enter the United States.
Cosmo ME: Will the in-store experience be tailored for the region?
Kecia Steelman: Yes. We will be offering services we do not generally provide in the U.S., such as nail services, along with skincare and make-up treatments in private rooms.
A major focus of ours is “beautytainment”, which are events and activations that bring brands to life in exciting ways.
The products we carry come across all price points and categories, and we are closely aligned with global trends.
K-beauty is especially popular and Ulta has become a destination for it in the United States. We are also expanding into wellness, as we believe how you feel on the inside reflects how you look on the outside.
This holistic approach to beauty is something unique we can bring to the Middle East.
Cosmo ME: What are three products you personally love?
Kecia Steelman: Polite Society mascara, created by the founders of Too Faced, is outstanding. The Ulta Beauty Collection lip oil is also a favourite, especially in a climate where moisture is so important. Finally, Snif fragrance, which is exclusive to Ulta, is very exciting. It is non-traditional, memory-driven and perfect for everyday wear.
Cosmo ME: For Cosmo girlies counting down the days until opening, what will completely blow their minds when they step into Ulta Beauty for the first time?
Kecia Steelman: The breadth of brands, the tailored assortment, and the elevated experience. Ulta Beauty and Alshaya together have created something powerful, fun, and completely new for the Middle Eastern consumer.
Next, read about scents every THAT girl needs in her fragrance rotation.