AmorePacific is set to launch on the Middle Eastern market this year, according to a report published by The Korea Times.

The Korean powerhouse is said to be looking at a launch for several of its brands, including Sulwhasoo and Laniege in ‘megacities’ – those with a population of 10 million people or more – throughout the region, starting with Dubai, before expanding into Saudi Arabia, Turkey and Iran.

Korea’s Ministry of Trade, Industry and Energy recently held a conference with Iran in a bid to encourage Korean companies to enter the market. “We understand our brand shop Etude’s products are already sold in Iran through some private traders. We will study further for doing future business in Iran,” an AmorePacific representative told The Korea Times.

The company is understood to be focusing its launch strategy on department stores to assess the market potential for its products before considering standalone stores.