Prime Highlights
- Korea Town, managed by Boutiqaat, is expanding across the Middle East to meet growing demand for authentic Korean beauty products.
- The company combines in-store experiences, influencer collaborations, and masterclasses to enhance brand visibility and engage customers.
Key Facts
- Boutiqaat currently operates eight Korea Town stores and plans to open 50 more across the region, supported by its strong online platform.
- The retailer offers popular Korean beauty brands such as COSRX, AXIS-Y, Some By Mi, TIRTIR, Hince, Dr. Althea, Isntree, Celimax, and SKIN1004.
Background
Korea Town, run by beauty and lifestyle platform Boutiqaat, is expanding in the Middle East as demand for Korean beauty products grows. As the largest local K-beauty retailer of the region, Korea Town offers a wide range of skincare, makeup, haircare, body care, and lifestyle products that are authentic and directly from Korea.
Shoppers can browse Korean brands online at Boutiqaat or visit Korea Town stores in person. Founded in Kuwait, Korea Town is fully managed by Boutiqaat and benefits from its strong digital infrastructure, efficient logistics system and a customer base of more than five million online users.
Boutiqaat and Korea Town actively promote Korean beauty with simple, effective marketing. The company launches new brands, works with influencers, hosts expert-led masterclasses, and organizes in-store events. Recently, SKIN1004, a Korean skincare brand, held a big masterclass at Al Assima Mall, where over 300 celebrities and influencers attended. The event helped generate strong visibility and brand awareness across the Middle East.
Boutiqaat currently operates eight Koreatown stores in key locations throughout the region. The company plans to grow by opening 50 more Koreatown stores across the Middle East in the coming years. This expansion will be supported by the company’s growing online presence.
Korea Town continues to add well-known Korean beauty brands to its portfolio. These include COSRX, AXIS-Y, Some By Mi, TIRTIR, Hince, Dr. Althea, Isntree, Celimax and SKIN1004. These brands are recognised for clean ingredients, modern formulations and effective results.
Boutiqaat and Korea Town run regular campaigns, events, and online activities to give customers a full and authentic Korean beauty experience and to strengthen their position as leaders in the regional beauty market.
