BOLINGBROOK, Ill. — Ulta Beauty has officially opened its first stores in Mexico, marking the U.S. beauty retailer’s brick-and-mortar international debut and a key milestone in its global growth strategy.
The company partnered with Grupo Axo to introduce its "All Things Beauty. All in One Place" retail concept to Mexican consumers, combining a curated selection of global brands, exclusive offerings, and local favorites with in-store services and immersive experiences.
The first store opened on August 21 at Antara Fashion Hall in Mexico City, followed by a second on August 30 at Galerías Metepec. Additional stores are slated to open in Guadalajara, Monterrey, Tijuana, León, and the State of Mexico throughout 2025. A private grand opening celebration will take place September 18 at the Antara location.
“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,” said Kecia Steelman, president and CEO of Ulta Beauty. “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 debut brings 35 beauty brands to Mexico for the first time, including Ulta exclusives like Isima by Shakira, Peach & Lily, Orebella, and Ulta Beauty Collection, as well as fan favorites such as Morphe, Bubble, about-face, and Ouai. Mexican brands including AHAL, AloeVida, Bailando Juntos by Yuya, and Sarelly Creativo Lab by Anna Sarelly are also featured, reflecting Ulta’s emphasis on celebrating Latin American talent and traditions.
“Mexico is home to one of the world’s most dynamic and passionate beauty communities,” said Andrés Gómez, CEO and chairman of Grupo Axo. “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.”
The expansion underscores Ulta’s ambition to extend its retail model internationally while continuing to innovate in the U.S. With trend-focused displays, beauty services, and a mix of international and local brands, the company aims to build a loyal following among Mexican beauty consumers.
