What: Ulta Beauty accelerates its global expansion with new store openings in Mexico and plans for the Middle East, leveraging partnerships and localised assortments.

Why it is important: Ulta’s international push and omnichannel investments reinforce the industry’s shift toward integrated, experiential retail to capture new consumer segments.

Ulta Beauty’s entry into Mexico marks a pivotal step in its global growth strategy, with two new stores opening in partnership with Axo and additional locations planned for 2025. This expansion is part of a broader international agenda that includes the upcoming launch of Ulta’s first Middle East store and the recent acquisition of Space NK in the UK. By combining joint ventures, acquisitions, and licensing agreements, Ulta is able to adapt its approach to each market, ensuring operational flexibility and local relevance. The retailer’s curated brand portfolio, which features both global names and Mexican favorites, demonstrates a commitment to localization and consumer engagement. Ulta’s focus on experiential retail, from grand opening events to immersive in-store experiences, is supported by investments in omnichannel capabilities and advanced fulfilment centers. These efforts position Ulta to compete effectively in dynamic international markets while maintaining its leadership in the U.S. beauty sector.

IADS Notes:

Ulta’s expansion into Mexico and the Middle East, alongside its acquisition of Space NK, reflects a growing trend among beauty retailers to pursue global growth through a mix of partnerships and acquisitions (July 2025). This approach is mirrored by other major players who have broadened their premium beauty offerings via collaborations (November 2024). The Mexican market’s strong growth and the success of localized brand strategies, as seen with Charlotte Tilbury’s entry (May 2025), underscore the importance of adapting assortments to local preferences. Ulta’s investment in omnichannel and experiential retail aligns with industry shifts toward integrating digital and physical experiences to engage consumers (November 2024, January 2025).

Ulta expands globally with Mexico store openings