Ulta Beauty expands internationally with first stores in Mexico

Ulta Beauty has expanded internationally with the opening of its first stores in Mexico. 

Last month, the U.S.-based beauty giant debuted at Antara Fashion Hall in Mexico City, followed by a second location at Galerías Metepec. Additional stores are set to open across the country throughout 2025 including stores in Guadalajara, Monterrey, León and Tijuana.

The expansion marks Ulta’s first brick-and-mortar presence outside the United States and reflects the retailer’s long-term commitment to expanding its global footprint and bringing the Ulta Beauty experience to new markets worldwide. 

It partnered with Axo to bring its shopping experience to Mexican consumers.

“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 new stores will carry a curated mix of exclusive brands, fan-favorite products and new discoveries across makeup, skincare, haircare, fragrance and wellness. More than 35 brands will be available in Mexico for the first time, including exclusives such as Isima by Shakira, Peach & Lily, Orebella and Ulta Beauty Collection. Local offerings will feature Ahal, AloeVida, Bailando Juntos by Yuya and Sarelly Creativo Lab by Anna Sarelly.

“Mexico is home to one of the world’s most dynamic and passionate beauty communities,” said Andrés Gómez, CEO and chairman of the board at 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.”