Olive Young exports K-beauty products to Middle East

Olive Young, a health and beauty platform, has begun targeting the Middle Eastern cosmetics market.

South Korea's CJ Olive Young, which operates Olive Young stores, said on Sunday that its cosmetic brand WakeMake has gained a presence at Sephora and Faces health and beauty stores in the United Arab Emirates last month.

The company selected the UAE as its base for entering the Middle East, and in August last year it began selling eyeliner and other cosmetics on local e-commerce platforms such as Amazon and Noon.com.

In response to the popularity of eye makeup due to the local culture of wearing a veil over one's face, the company plans to expand private-brand cosmetics in neighboring markets this year.

"A preference for K-beauty, which earns high marks for its low price and high quality, is growing in the Middle East," said a CJ Olive Young official. "We have devised a plan to export our cosmetics brand BringGreen this year."

Write to Kyeong-je Han at hankyung@hankyung.com