Pure Beauty

K-beauty brand Etude House builds Middle East footprint


The Amorepacific Group-owned brand accelerates expansion plans through its partnership with Alshaya Group

K-beauty brand Etude House, owned by Amorepacific Group, is firmly on the expansion trail in the Middle East.

The acceleration forms part of Amorepacific Group's global expansion strategy, which was announced in May.

Last month, Etude House, which is primarily aimed at millennials and generation Z, exceeded its sales goal in the region by 150%.

Suh Kyung-bae, Chairman and CEO of Amorepacific Group, said: "We've finally began to spread the essence of Asian Beauty to customers in the Middle East that have great insight in beauty.

"We are well on track in realising the dream of becoming a Great Brand Company that makes the world 'A MORE Beautiful World' by actively spreading the singular and innovative beauty culture of Amorepacific across Asia, North America, Europe and in the Middle East."

Amorepacific Group partnered with Alshaya Group last year, the Middle East's biggest retail group, with a view to expanding in the region.

Etude House launched into the Dubai Mall in March and this month debuted in the Al Wanda Mall in Abu Dhabi.

It also recently opened doors in the Avenues in Kuwait, Granada Center and Hayat Mall in Saudi Arabia.

Amorepacific has established a regional office in the Dubai Design District, acting as a strategic base.

It plans to roll-out more of its brands in the region over the coming years.

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

You may also like