Kuwait & Dubai – 22 April 2026: Ulta Beauty, operated by Alshaya Group, has announced the launch of its first-ever tentpole campaign in the region, the “21 Days of Beauty Event,” taking place across Kuwait and Dubai from 23 April to 13 May 2026.

Designed to deliver an elevated and immersive beauty experience, the campaign will feature 21 days of exclusive daily deals and weekly beauty steals across more than 160 products, spanning makeup, skincare, haircare, and fragrance. The event will run both in-store and online, giving customers across Kuwait and Dubai access to exceptional beauty offers across multiple categories.

Throughout the campaign, customers can enjoy a curated lineup of limited-time promotions, including daily offers on a selected range of products at 50% off, alongside weekly highlights featuring a broader assortment at 30% off. These offers will be brought to life through dedicated in-store activations and enhanced product visibility across key touchpoints, creating a dynamic and discovery-led shopping journey.

As Ulta Beauty continues to expand its footprint in the region, the 21 Days of Beauty Event underscores the brand’s commitment to accessible, trend-driven beauty, while engaging customers through high-impact, value-led experiences designed to inspire exploration and repeat visits.

-ENDS-

Notes to editors:

About Ulta Beauty

Ulta Beauty (NASDAQ: ULTA) is the largest specialty beauty retailer in the U.S. and a leading destination for cosmetics, fragrance, skincare, haircare, wellness and salon services. Since opening its first store in 1990, Ulta Beauty has grown to approximately 1,500 stores across the U.S. and redefined beauty retail by bringing together All Things Beauty. All in One Place®. With an expansive product assortment, professional salon services and its beloved Ulta Beauty Rewards loyalty program, the company delivers seamless, personalized experiences across stores, Ulta.com and the Ulta Beauty App – where the possibilities are truly beautiful. Ulta Beauty is also expanding its presence internationally through a joint venture in Mexico, a franchise in the Middle East, and its subsidiary, Space NK, a luxury beauty retailer operating in the U.K. and Ireland. For more information, visit http://www.ulta.com.