South Korean retail company e-mart has announced the opening of a new Scentence store in Saudi Arabia’s Al Nakheel Mall.
The mall is one of the capital’s most popular shopping centres, with 25,000 visitors daily.
According to The Korea Herald, the new 66sqm store will stock a number of K-beauty products, which are said to be gaining popularity in the area, including serums,cleansers, and hair and body care products.
Female customers will also be ale to remove their hijab or veil in a private booth to try on products.
E-mart official Jung Kyung-ah reportedly said: “With continued expansion of the Middle Eastern beauty market, we expect the popularity of the K-beauty trend will help Scentence to post stable growth in Saudi Arabia.”
The Scentence store will feature alongside other beauty shops at the mall including Molton Brown, L’Occitane, The Body Shop and Bobbi Brown.
Having launched in July 2016, today there are 36 Scentence stores across Korea.
The new store will be the first to operate under the retailer’s direct management.
