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In partnership with Axo, the retailer introduces Mexican beauty enthusiasts to a thoughtfully curated selection of exclusive brands, fan-favorite products and new discoveries across makeup, skincare, haircare fragrance and wellness.
September 7, 2025
By: Lianna Albrizio
Ulta Beauty has opened its first stores in Mexico, marking the brand’s brick-and-mortar international debut and a milestone in the retailer’s growth strategy.
In partnership with Axo, Ulta brings its unique retail experience, All Things Beauty, to a new market, introducing Mexican beauty enthusiasts to a thoughtfully curated selection of exclusive brands, fan-favorite products and new discoveries across makeup, skincare, haircare fragrance and wellness.
“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.”
Ulta Beauty’s first store in Mexico opened on Aug. 21 at Antara Fashion Hall in Mexico City, followed by Galerías Metepec on Aug. 30, with further openings scheduled to debut across the region throughout the year.
The expansion marks a pivotal time for Ulta Beauty brands with global aspirations. For the first time, 35 beloved beauty brands will be available to shop in Mexico – including Ulta Beauty exclusives Isima by Shakira, Peach & Lily, Orebella, Ulta Beauty Collection and fan favorites like Morphe, Bubble, about-face, Ouai, Half Magic and Kitsch – alongside offerings from local Mexican beauty brands including AHAL, AloeVida, Bailando Juntos by Yuya, Sarelly Creativo Lab by Anna Sarelly and more. The stores will also feature trend-driven displays, beauty services and immersive experiences.
Ulta is spotlighting talent and creativity rooted in Latin America, from formulas featuring ingredients native to Mexico, to brands founded by visionary Latinos, paying tribute to beauty inspired by Latino culture, traditions and community.
“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.”
Ulta Beauty Mexico plans to open several stores across the country in 2025, in the following locations: Altacia, León; Antara, Mexico City; Fórum Tlaquepaque, Guadalajara; Galerías Guadalajara, Guadalajara; Galerías Metepec, State of Mexico; Península Tijuana, Tijuana; Plaza Fiesta San Agustín Monterrey, Monterrey; Plaza Satélite, State of Mexico; and Vía Viva, Guadalajara.
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