JAYJUN Expands into Kuwait Local Beauty Stores... Strengthening "Middle East Market" Strategy

[Asia Economy Reporter Hyunseok Yoo] JAYJUN Cosmetic, a cosmetics specialist company, announced on the 25th that its flagship product, the mask pack from the newly launched brand ‘Okra Phyto Mucin’ skincare line introduced in the first half of this year, has been newly listed at ‘Jothen cosmetics,’ a local cosmetics specialty beauty store in Kuwait.

‘Jothen cosmetics,’ where JAYJUN successfully secured new entry this time, is a local chain beauty store with a total of 12 stores mainly located in large shopping malls in Kuwait City, the capital of Kuwait. JAYJUN has completed initial entry into 5 local offline stores and 2 online malls, introducing a total of 25 product items to the Kuwaiti market.

JAYJUN’s Okra Phyto Mucin skincare line is a basic product line richly containing plant-based ‘mucin’ ingredients such as ‘okra,’ ‘lotus root,’ ‘yam root,’ and ‘natto gum,’ along with naturally derived ingredients. It helps to create moist and firm skin without stickiness, and applies eco-friendly packaging that is easy to recycle, meeting the ESG standards required by the global market.

A JAYJUN official stated, “Kuwait is a market where local women have a very high interest and consumption in cosmetics, and global cosmetics giants are supplying the latest products and information.” He added, “As global interest in ‘K-Beauty’ grows, related demand has recently increased locally in Kuwait, prompting a rapid launch to secure market dominance.”

He continued, “Since JAYJUN has experience gaining great response in the Middle Eastern market through its existing Eye Gel Patch product, we will successfully launch this skincare product as well and expand sales to surrounding emerging overseas markets.”

Along with the launch of this new skincare product, JAYJUN plans to re-enter the Middle Eastern market, which was delayed due to COVID-19, based on a strengthened product portfolio including existing product lines such as Eye Gel Patch and mask packs, in line with the With Corona (gradual return to daily life) phase.

The Eye Gel Patch is a hydrogel patch product applied under the eyes and was JAYJUN’s most popular product in the Middle Eastern market. Containing naturally derived extracts, it is effective in soothing sensitive skin not only around the eyes but also on localized areas such as the glabella and around the mouth.

The company explained that since Middle Eastern consumers, who are highly interested in color cosmetics, are likely to have a strong preference for proper makeup removal and eye health, they plan to actively target this market.

According to a report released by the Korea International Trade Association (KITA), the Middle Eastern cosmetics market size was $18.7 billion in 2017 and is expected to grow at an average annual rate of over 8.5% until 2021. In particular, Saudi Arabia’s cosmetics market is about $5 billion, making it the largest in the Middle East.

A JAYJUN official said, “Saudi Arabia is a market that is rapidly recovering, having opened its borders to global travelers after With Corona.” He added, “The first shipment of Eye Gel Patch has been completed, and the second production of the Arab-specific Eye Gel Patch is scheduled for next month.” He further stated, “Following existing entries into Iraq and Oman, we are newly entering Saudi Arabia and Kuwait, and we have high expectations for sales growth in the Middle Eastern market next year,” adding, “We will do our best to target the related markets.”