The K-beauty retail concept owned and powered by Boutiqaat, a Kuwaiti cosmetics and fashion retailer founded in 2015. Positioned as the Middle East’s largest dedicated K-beauty retailer, Korea Town offers a wide range of in-demand Korean brands across skincare, makeup, haircare, body care, and lifestyle categories, available online and in its retail stores.
Korea Town benefits from Boutiqaat’s advanced digital infrastructure, strong logistics capabilities, and a customer base of over five million online shoppers. Today, Boutiqaat operates eight Korea Town stores across key locations, supported by a rapidly expanding online presence. Building on this momentum, Boutiqaat is preparing for regional expansion, with plans to open 50 Korea Town stores across the Middle East.
Through Korea Town, Boutiqaat aims to further elevate the K-beauty experience with integrated 360-degree marketing campaigns, including brand launches, influencer activations, expert-led masterclasses, and dynamic initiatives that engage customers both online and offline. For example, the official launch of SKIN1004 on Boutiqaat and in Korea Town stores featured a large-scale masterclass at Al Assima Mall, attracting over 300 celebrities and influencers and generating strong regional visibility and brand awareness.
To deliver authentic Korean beauty experiences, Boutiqaat and Korea Town remain committed to continuously expanding their portfolio with cutting-edge Korean brands such as COSRX, AXIS-Y, Feev, NoWater, SKIN1004, Celimax, Isntree, Some By Mi, TIRTIR, Hince, Milk Touch, Dr. Althea, Vigano, Luvum, Lannue, Keenoniks, Inward, Cayclly, and Doctob — renowned for innovative formulations, clean ingredients, and high-performance skincare.
“By bringing these highly sought-after brands to the region, Korea Town reinforces its leadership in delivering advanced and authentic K-beauty experiences in the Middle East,” claims the retailer.
