Nature Republic Opens Dubai Store in First Half of the Year... "Knocking on the Middle East Door Again"

Since Entering the Middle East in 2018, Stores Established in 11 Countries

Nature Republic is reorganizing its entry into the Middle Eastern market.

According to Nature Republic on the 16th, the company plans to open an offline store in the Dubai tourist district in the first half of this year and actively conduct marketing using influencers targeting the local MZ (Millennial + Gen Z) generation.

The Middle Eastern market is relatively untapped in the K-beauty industry. However, Nature Republic has been aggressively targeting the Middle Eastern market since 2018, judging that it has high growth potential given the population size and rapid economic growth rate. Since opening its first store in Saudi Arabia in 2018, it has steadily established its presence with up to 11 stores in the Middle East, including Bahrain, Oman, and Qatar.

Nature Republic is pioneering the market by opening offline stores. It is also actively utilizing cross-border e-commerce. Last year, it expanded its distribution network to pharmacies and e-commerce platforms in Qatar and entered Morocco, Egypt, Iraq, and Libya.

The product gaining attention in the Middle Eastern market is the ‘Soothing and Moisture Aloe Vera Soothing Gel.’ The high-functionality naturalism brand concept meets the needs of Middle Eastern consumers who face dry climates and demanding conditions. The ‘Argan Essential Deep Care’ hair line, sourced from Moroccan regions and containing argan oil familiar to locals, not only nourishes hair damaged by environmental and climatic factors in the Middle East but also helps maintain soft hair, making it popular.

A representative from Nature Republic’s overseas business division stated, “We plan to strengthen our position as a high-functionality naturalism global beauty brand by targeting new markets with high potential and growth such as India and South America, while advancing from a brand loved for cost-effective products.”

Meanwhile, as of January 2024, Nature Republic operates 325 stores domestically and about 200 stores in over 25 countries including the United States and the United Kingdom.