Ulta Beauty Opens First Stores in Mexico, Plans National Expansion

Ulta Beauty has officially launched its first brick-and-mortar stores in Mexico as part of a significant international expansion, partnering with Grupo Axo to leverage its established presence in the Mexican beauty market. The initial stores opened in August 2025 at Antara Fashion Hall in Mexico City and Galerías Metepec, with plans for several more openings across major cities including Guadalajara, Tijuana, and Monterrey throughout the year. Ulta is bringing a unique retail experience featuring 35 popular beauty brands, including exclusive Ulta collections, Korean beauty products, and local Mexican brands founded by Latino creators to authentically celebrate the region's vibrant beauty culture. The stores will offer immersive experiences, trend-driven displays, and beauty services designed to make shopping accessible and enjoyable for Mexican consumers. This expansion aligns with Ulta's broader global growth strategy, which includes reaching 1,800 stores worldwide and recent acquisitions like the UK-based Space NK. Ulta's CEO Kecia Steelman emphasized the company's commitment to tailoring its offerings to the Latin American market, highlighting the partnership with Axo as a key step in delivering an inclusive and dynamic beauty shopping experience.