Ulta Beauty Kicks Off International Expansion with Mexico Store Openings
Ulta Beauty, the leading U.S.-based beauty retailer, has officially embarked on its international expansion journey with the opening of its first physical stores in Mexico. This significant move marks a pivotal moment for the company, establishing its initial brick-and-mortar presence outside of the United States. The debut began last month at Antara Fashion Hall in Mexico City, swiftly followed by a second location at Galerías Metepec, signaling a strong entry into the dynamic Mexican beauty market.
This expansion underscores Ulta Beauty's long-term commitment to broadening its global footprint and bringing its distinctive shopping experience to new international audiences. To facilitate this crucial market entry, Ulta Beauty has strategically partnered with Grupo Axo, a prominent operator of retail stores and distributor of brands in Mexico and Chile. Kecia Steelman, president and CEO of Ulta Beauty, expressed enthusiasm for this milestone, stating, “Entering Mexico represents a bold and exciting step for Ulta Beauty as we bring our unparalleled assortment and inclusive shopping experience to beauty lovers in this significant international market. We’re thrilled to partner with Axo to share the brands and services our guests already know and love, while also celebrating and tailoring our offering to the vibrant beauty community in Mexico.”
The new Ulta Beauty stores in Mexico are set to offer a thoughtfully curated selection of products, encompassing exclusive brands, beloved fan-favorite items, and exciting new discoveries across a wide array of categories including makeup, skincare, haircare, fragrance, and wellness. Notably, over 35 brands will be available in Mexico for the very first time through Ulta Beauty, including exclusive offerings such as Isima by Shakira, Peach & Lily, Orebella, and the Ulta Beauty Collection. This diverse product mix aims to cater to the varied preferences of Mexican consumers.
Further demonstrating a dedication to local integration, the stores will also prominently feature offerings from Mexican beauty brands. These local selections include Ahal, AloeVida, Bailando Juntos by Yuya, and Sarelly Creativo Lab by Anna Sarelly, enriching the assortment with products that resonate with the local culture and consumer base. Andrés Gómez, CEO and chairman of the board at Grupo Axo, emphasized the importance of this collaboration, remarking, “Mexico is home to one of the world’s most dynamic and passionate beauty communities. We are proud to partner with Ulta Beauty to bring their one-of-a-kind retail experience to our market. Together, we look forward to inspiring guests with a fresh vision of beauty, powered by community, service, and innovation.”
Looking ahead, Ulta Beauty has ambitious plans for further expansion across Mexico. Additional stores are slated to open throughout the country in 2025, targeting key cities such as Guadalajara, Monterrey, León, and Tijuana. This phased rollout strategy solidifies Ulta Beauty's commitment to building a robust presence in Mexico and establishing itself as a premier beauty destination for consumers nationwide.
