Entry into Local Online and Offline Platforms
CJ Olive Young announced on the 12th that it will actively target the Middle Eastern beauty market starting this year, led by its own cosmetics brand (PB), WakeMake.
WakeMake is Olive Young's in-house color cosmetics brand launched in 2015. Considering the characteristics of the Middle Eastern beauty market, which is advanced in color cosmetics, WakeMake was selected as the first export brand due to its diverse colors and vivid pigmentation.
In particular, amid growing expectations for the Middle Eastern market across various industries, Olive Young chose the United Arab Emirates (UAE), where the population under 30 is large and interest in cosmetics is especially high, as its base for Middle Eastern expansion.
Starting with WakeMake, Olive Young is sequentially preparing to export its own basic skincare brands such as Bring Green to the UAE this year, and plans to expand to neighboring countries using the UAE as a hub.
An Olive Young official said, "As preference for competitively priced and high-quality K-beauty is increasing recently, we plan to closely monitor trends in the Middle Eastern beauty market through exports of our own brands," adding, "We will take the lead in the globalization of Korean cosmetics."
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