The demand for Korean beauty products in the UAE has been on the rise, with retailers witnessing a significant increase in sales. According to Shiraz Khan, Chief Operating Officer of Aster Retail GCC, there has been a 60% quarter-on-quarter growth in the sale of Korean beauty products on the myAster app. Skin care and sun protection are the most sought-after categories, contributing to a large portion of the sales. Other retailers like AS Watsons have also confirmed a dramatic rise in popularity of Korean skincare products, with double sales compared to the previous year.
Ecommerce giant Noon has taken steps to meet the increasing demand for K-Beauty products by partnering with local and Korean sellers to offer authentic products at competitive prices. Reasons for the popularity of Korean beauty products include the focus on skincare, unique and effective ingredients like heartleaf, rice, and snail essence, and the cruelty-free nature of most K-Beauty brands. The influence of TikTok trends and Korean pop culture has also played a significant role in the rise of K-Beauty.
The unique preparation of Korean beauty products, innovative formulations, high efficacy, and the cultural influence of K-beauty trends through social media and influencers have contributed to their popularity. The ‘glass skin’ trend, which requires a meticulous skincare regime focused on hydration, exfoliation, and nourishment, has become one of the most sought-after looks. Other popular Korean trends include double cleansing and the ‘skinification’ of makeup, where customers are seeking multi-purpose products that provide nourishment and skincare benefits.
The demand for Korean beauty products is expected to continue growing as consumers become more aware of the benefits of these products. Jonathan Watts believes that K-Beauty is here to stay and will likely become an integral part of everyone’s beauty routine in the future. Retailers like Watsons are stocking more than 30 Korean beauty brands and are expected to launch another 10 brands this year. The popularity of Korean beauty products in the UAE is not just a passing fad but a testament to their quality and effectiveness in addressing various skincare needs.
