THE WHAT?  Kuwait-based Korean beauty retailer Korea Town has announced plans to expand across the Gulf Cooperation Council (GCC), with a target of 50 branches by the end of 2027.

THE DETAILS The expansion will be carried out in collaboration with Boutiqaat Group for Perfumes and Cosmetics under a “Powered by Boutiqaat” model. The move allows Korea Town to tap into Boutiqaat’s eCommerce, logistics, and digital retail infrastructure. Alongside the announcement, the retailer unveiled the redesign of its flagship location at The Gate Mall in Kuwait City, highlighting a refreshed format aimed at boosting the in-store experience. Korea Town’s retail portfolio now spans more than 250 Korean beauty brands across skincare, haircare, color cosmetics, accessories, and lifestyle categories.

THE WHY?  The initiative underscores Korea Town’s ambition to consolidate its position as a key regional player in K-beauty retail. By combining physical store expansion with digital infrastructure support, the retailer is positioning itself to capture rising demand for Korean beauty products in Gulf markets while setting a new pace of growth in the sector.

Source: PR Newswire