South Korean retail giant E-Mart is set to capitalize on the growing popularity of K-beauty and open a standalone store for its own label beauty brand, Scentence, in Saudi Arabia, according to a report published by Pulse News.
The store will be located in Al Nakheel Mall, Riyadh, will feature a booth where Muslim women can try on products in private and will open its doors on Sunday.
The new outlet will be the discounter’s first overseas store under its direct management. Scentence currently operates 36 outlets across Korea. The two Scentence outlets located in Mongolia are operated in partnership with a local retailer.