Ulta Beauty announced the official opening of its first stores in Mexico, marking the company’s brick-and-mortar international debut, while concurrently revealing the eight brand founders that will participate in the retailer’s 2025 MUSE Accelerator program.
On September 8, the early-stage brands spanning cosmetics, skincare, wellness, and haircare will kick off the 10-week MUSE program that puts representatives through a robust curriculum, mentorship, and funding to fuel growth and prepare for retail distribution, the company noted. MUSE participants include Dawn Myers of Richualist, which offers an all-in-one hair styling system designed to meet the nuanced needs experienced by women of color, including detangling. The system includes styling tools that apply creams and gels with a single stroke.
Other participants include Carolina Lopez of BEJOU, a sensitive skin and hyperpigmentation skincare brand, Alanna Tran of BiotechBeauty, developer of clean makeup, Yrenes Martínez of Ginger Milk Natural Care, a Latina-founded hair care brand, Heather and Felice Chan of Moonbow, which blends modern skincare with traditional Chinese medicine to calm reactive skin, Necole Kane and Ma-Shyrra Durden of My Happy Flo, a feminine wellness brand, Smitha Rao of Parëva Beauty, a modern skincare brand rooted in transparency and science, and Irene Ham of Poom Cosmetics, a Korean beauty brand that developed acne-safe, non-pore-clogging makeup.
The cross-border store launch, in partnership with Mexican retailer Axo, began on August 21 with the preview opening of the Ulta Beauty store at Antara Fashion Hall in Mexico City (pictured above). To commemorate this milestone, Ulta will host a private grand opening celebration on September 18 at the Antara store, allowing beauty lovers and VIP guests to experience the brand’s signature mix of exclusive products and immersive experiences, the company maintained.
Ulta indicated that it plans to open multiple stores in Mexico during 2025, with locations including:
- Altacia, León
- 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
- Vía Viva, Guadalajara
“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, Ulta president and CEO, in announcing the Mexico move. “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.”
