Key Takeaways:
Korea Town, a leading retailer specializing in Korean beauty products in Kuwait and the wider Gulf region, has announced an ambitious regional expansion plan to establish 50 branches across the Gulf Cooperation Council (GCC) by the end of 2027. The move projected the brand’s commitment to scaling its footprint and strengthening its position as a key destination for K-beauty enthusiasts across the Middle East.
The announcement comes as Korea Town formally partners with Boutiqaat Group for Perfumes and Cosmetics, one of the region’s foremost e-commerce and digital retail players. The collaboration will operate under the “Powered by Boutiqaat” model, a framework that enables Korea Town to leverage Boutiqaat’s established retail infrastructure, advanced logistics capabilities, and data-driven digital ecosystem to accelerate its regional rollout. Boutiqaat is one of the Middle East’s leading e-commerce platforms for beauty, fragrances, and personal care. It is widely recognized for pioneering the region’s influencer-driven retail model, where celebrities and digital creators curate personalized “online boutiques” featuring their favorite products.
According to the companies, this alliance is designed to streamline Korea Town’s entry into new markets by combining Boutiqaat’s digital strengths with Korea Town’s deep product assortment and cultural expertise in Korean beauty. The partnership aims to optimize both physical and digital touchpoints, enhancing consumer access to Korean beauty innovations across countries like the United Arab Emirates, Saudi Arabia, Qatar, Bahrain, Oman, and Kuwait.
The expansion aligns with the redesign and relaunch of Korea Town’s flagship branch at The Gate Mall in Kuwait. The upgraded store concept would reflect a more immersive approach to beauty retail, blending experiential design with the authenticity and cultural storytelling that define Korean beauty. The space introduces a modernized shopping experience centered on product discovery, innovation, and education, offering visitors a glimpse into the evolving landscape of K-beauty retail.
Korea Town currently offers an extensive portfolio of over 250 Korean beauty brands, encompassing skincare, haircare, cosmetics, accessories, and lifestyle products. Its curated mix includes both well-established industry names and emerging Korean innovators, ensuring that Gulf consumers can access a diverse and trend-driven assortment directly sourced from South Korea.
The brand’s success has been driven by rising consumer interest in Korean beauty philosophies and technology, particularly the focus on gentle formulations, multistep routines, and advanced skincare science. This consumer shift has been amplified in the Middle East by a digitally savvy demographic that embraces global beauty trends through social media, influencers, and cross-cultural retail experiences.
Industry data continues to highlight strong momentum for K-beauty globally. According to market research firm Allied Market Research, the global K-beauty industry is expected to surpass $13.9 billion by 2027, driven by sustained demand for innovation-led skincare and the international appeal of Korean pop culture. In the Gulf region, that growth is mirrored by consumers’ increasing interest in authenticity, transparency, and product efficacy, all qualities that Korea Town aims to embody and expand through its regional operations.
Under the new partnership, Boutiqaat will provide Korea Town with strategic digital support, including its advanced online retail infrastructure, influencer network, and AI-enhanced consumer engagement tools. This integration is expected to help Korea Town transition seamlessly between online and offline channels, enabling omnichannel growth and broader access to new markets.
The expansion initiative also aligns with the GCC’s fast-developing beauty and personal care market, which is projected to reach over $9.61 billion by 2025, according to Statista. As global brands increasingly localize to meet regional preferences, partnerships such as the one between Korea Town and Boutiqaat demonstrate how hybrid retail models can bridge physical experiences and digital efficiency.
The collaboration reinforces both companies’ long-term vision of shaping the region’s beauty retail landscape through innovation and accessibility. Korea Town’s continued investment in expanding K-beauty’s presence across the Gulf, supported by Boutiqaat’s retail expertise, represents a key step toward building a scalable, culturally relevant platform that connects Middle Eastern consumers with Korea’s fast-evolving beauty industry.
Korea Town’s GCC expansion is expected to roll out in phases through 2025-2027, with further announcements on specific market launches and retail locations anticipated in the coming months.
