Now In Korea
K-Beauty's Second Wave: Landing International CEO Says Middle East Demand Soars
Creatrip Team
a month ago
Landing International, a cosmetics distributor, announced that CEO Jung Sae-ra spoke at Beautyworld Middle East 2025 in Dubai about the growing importance of the Middle Eastern market for K-beauty. Titled “K-Beauty’s Second Wave: Korean Beauty Innovation Reshaping Global Markets,” her talk highlighted that K-beauty is evolving from products into cultural experiences and is now entering a second growth phase in the Middle East. Exports to five major Middle Eastern markets rose 76% year-on-year, with UAE exports more than doubling (108%). Jung attributed rising adoption—over 65% of Middle Eastern consumers have tried K-beauty—to the spillover effect of K-culture such as K-pop and K-dramas. She identified “skincare-ization” of beauty (applying skin-care technology across color cosmetics, hair, and body) as a key innovation driving competitive advantage, with examples in cushions, foundations, lip care, and hair treatments. Jung also said the Middle East offers brands a stage to experiment with cultural diversity and innovation. Landing International supports K-beauty brands’ localization, marketing, and distribution and has placed around 1,000 items from 200 brands into major U.S. retailers since its 2014 founding.
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