K-Beauty Clears Saudi Hurdle with GBC Help; US Routes Also Expand
Creatrip Team
a month ago
K-beauty brands are gaining global ground thanks to Korea’s Global Business Center (GBC) network and government support. Seoul-based DillyDilly, founded for Middle Eastern consumers, secured Saudi trade approval — a rare feat for foreign firms — after joining Riyadh’s GBC, which provided introductions, interviews and a recommendation to the Saudi Investment Authority (MISA). Small and indie cosmetics now account for about 73% of Korea’s $11.37 billion cosmetics exports, and the Ministry of SMEs and Startups (중소벤처기업부) is promoting K-beauty through overseas GBCs, export programs and events like “K-Beauty Glow Week” in Shanghai. U.S. market successes include Jaewoo International, which grew exports sevenfold after entering the LA GBC and adapting labeling and compliance, and scalp-care brand HESOL, which secured buyers at CosmoProf in Las Vegas. The ministry operates 22 GBC locations in 14 countries to help SMEs access markets affordably, arranging buyer meetings and specialized programs to connect small brands with major local distributors and buyers.
