The Chalhoub Group has signed a strategic Memorandum of Understanding (MoU) with KOTRA MENA at K-EXPO, held at the Dubai World Trade Centre in November 2025, formalizing efforts to deepen collaboration between Korea and the GCC beauty markets.

The signing ceremony was attended by Michael Chalhoub, alongside representatives from KOTRA, the Asia Beauty Taskforce, and members of the Korean business community.

The agreement comes as Asian beauty continues to gain momentum across the GCC. The segment is expanding at an annual rate of 26% in the region, which has emerged as the second-largest export destination for Korean skincare outside Asia.

Growing demand among Gen Z consumers, combined with the strong influence of K-beauty trends across digital platforms, has positioned Korean beauty as a key growth category in the Middle East.

Under the MoU, Chalhoub Group and KOTRA MENA will establish a structured framework to support the market entry, development, and long-term growth of Korean beauty brands across the GCC.

The partnership involves joint efforts to introduce brands to the region, share market insights, enhance regulatory understanding, and facilitate knowledge exchange on innovation.

It also includes talent development initiatives such as the K-Move program, which will provide Korean beauty professionals with retail experience within Chalhoub Group’s operations.

The agreement further lays the groundwork for joint promotional activities and coordinated participation in trade platforms, including future editions of K-EXPO and other industry events.

Michael Chalhoub said the partnership reflects the Group’s intention to support the regional expansion of Korean beauty brands by leveraging its retail and distribution capabilities, while strengthening commercial ties between the two regions.

The MoU builds on Chalhoub Group’s broader focus on Asian beauty innovation, positioning the company as a regional partner for Korean brands targeting the GCC. Joint programmes under the agreement are expected to begin in 2026.