K-Beauty Finds Its Way Under the Hijab… Korean Cosmetics Exports to the UAE Surge

DillyDilly Model

Middle East shows growing interest in sun care and makeup

Korean startups quickly expand their presence

As demand for K-beauty driven by the Korean Wave continues to rise rapidly in the Middle East, Korean beauty startups are swiftly expanding their footprint in the region.

According to industry sources on the 9th, beauty startups are actively entering the Middle Eastern market, with a focus on the United Arab Emirates (UAE). Kim Hyemin, CEO of beauty brand DILLYDILLY, said in a phone interview, “Having lived in Dubai for an extended period, I’ve experienced firsthand the potential of the market and the strong demand for beauty products among female consumers.” She added, “From my experience, the Middle East is one of the most promising markets, with incredibly high interest in beauty and strong purchasing power among women.”

Kim also noted, “Many countries in the region are connected by land routes, making it a highly scalable and well-connected market.” Starting with Dubai in 2019, DILLYDILLY established a local branch in Saudi Arabia this year. The company is aiming for annual revenue of $5 million (approximately KRW 7.4 billion) and plans to develop K-beauty products tailored to Middle Eastern consumers using an AI-powered skin data platform.

Meanwhile, Vlimonkiz, the startup behind the K-beauty commerce platform Macaron, expanded its service last month to six Middle Eastern countries: the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman.

They plan to offer more than 2,000 products across various categories—including sun care, makeup, and haircare—reflecting local skin types and beauty trends unique to the region.