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