Ulta Beauty has released more details about its expansion into Mexico. Via a joint venture with Grupo Axo, the first store in Mexico opened on 21st Aug at Antara Fashion Hall in Mexico City, followed by Galerías Metepec on 30th Aug. The move will bring 35 brands to Mexico for the first time, including Isima by Shakira, Peach & Lily, Orebella, Ulta Beauty Collection, Morphe, Bubble, about-face, Ouai, Half Magic and Kitsch. They will be displayed alongside Mexican brands like AHAL, AloeVida, Bailando Juntos by Yuya, Sarelly Creativo Lab by Anna Sarelly and more. Ulta Beauty Mexico plans to open several stores across the country in 2025. Ulta is also expanding into the Middle East and most recently gained a foothold in the U.K. via its acquisition of Space NK. Nevertheless, the new target of store openings is closer to 50 to 60 p.a., lower than the 200 range previously.