South Korea's growing influence on the global beauty industry is creating new opportunities for skincare and cosmetics companies seeking consumers beyond their domestic market. UAE-based Bellavest L.L.C FZ is developing its business around this trend, seeking to build a commercial bridge between South Korea's beauty industry and markets across the UAE, wider GCC and India.

The company operates through two complementary channels: B2C through e-commerce and B2B through wholesale and commercial relationships. South Korean skincare and cosmetics form the core of Bellavest's beauty activities, while perfumes and fragrances from international brands represent a separate part of its portfolio.

Established beauty brands often have the resources, recognition and distribution networks needed to enter new international markets. For smaller manufacturers, however, the path can be more challenging, particularly when it comes to finding local partners, understanding new markets and establishing distribution channels.

Bellavest is looking to help narrow that gap by creating connections between Korean manufacturers of different sizes and consumers and commercial partners in the UAE.

The UAE's diverse population provides an interesting environment for this model. Consumers from a wide range of nationalities live and work in the country, bringing different beauty preferences, purchasing habits and product expectations into a relatively concentrated market. From this base, Bellavest's longer-term market strategy extends to the wider GCC and India.

Bellavest's business model combines direct consumer access with commercial relationships. Through its e-commerce platform, www.bellavest.ae, the company provides a B2C channel for South Korean skincare and cosmetics to reach individual consumers.

Its B2B activities focus on relationships between brands, manufacturers, retailers, distributors and other commercial buyers. The two-channel structure allows Bellavest to operate on different sides of the beauty market connecting products directly with consumers through e-commerce while developing broader commercial relationships through B2B.

The company says its sourcing approach places emphasis on product authenticity and competitive pricing, while its strategy relies less heavily on large-scale marketing. Bellavest expects customer experience and word-of-mouth recommendations to contribute to awareness of the business over time.

The UAE provides Bellavest with an operating base between South Korean suppliers and its target markets. For Korean manufacturers, particularly smaller companies with limited international distribution, such connections can provide another route for exploring markets outside South Korea.

For retailers and distributors, the same network can create access to Korean skincare and cosmetics as consumer interest in the category develops.

Bellavest's fragrance business follows a broader international model. Perfumes and fragrances from international brands complement the company's South Korean skincare and cosmetics portfolio but are not specifically centred on Korea.

The development of businesses such as Bellavest reflects a broader change in the beauty industry. Digital commerce has made it easier for consumers to discover products originating in other countries. However, moving from product discovery to actual market availability still requires sourcing, distribution and commercial relationships.

That challenge can be particularly significant for smaller manufacturers that may have developed competitive products but do not have the international recognition or distribution infrastructure of larger brands.

Bellavest is positioning itself within this space, connecting the supply side of South Korea's beauty industry with consumer and business channels in the UAE and, over time, the wider GCC and India.

As the company develops, its focus remains on expanding its Korean skincare and cosmetics portfolio, strengthening relationships with manufacturers and suppliers, developing its B2B network and growing its e-commerce activities.

The model ultimately brings together South Korean beauty manufacturing, the UAE's diverse consumer environment, digital commerce and access to wider regional markets with Bellavest operating between these different parts of the supply chain. https://bellavest.ae/

Dubai: After a blockbuster Dubai debut that saw Primark open three large-format stores in less than eight weeks — in the middle of regional disruption, supply chain pressure and even a thunderstorm-hit launch day at Dubai Mall — the Irish fashion giant is now preparing to make its way to Abu Dhabi.

Primark parent Alshaya Group confirmed it is in talks with major landlords in the emirate and expects to announce plans soon.

John Hadden, chief executive of Alshaya Group, said the company is moving faster than originally planned after Primark’s launch in Dubai exceeded expectations. “We want to be more aggressive and grow quicker than what we originally planned,” he said, adding that Abu Dhabi is expected to be “certainly within the next 12 months.”

Hadden said the company is currently negotiating with major landlords in Abu Dhabi and reviewing additional locations in Dubai as it pushes ahead with its UAE expansion. “We’re looking at locations at the moment, because it needs a big space and big space is difficult to find,” he said.

The Abu Dhabi move comes after a standout debut for Primark in Dubai. In fact, the Mall of the Emirates store, which opened on May 21, was originally due to launch later in the month, but the company fast-tracked the opening in response to surging consumer demand.

Beyond UAE, two Primark stores will open in Bahrain (October) and Qatar (opens approximately October- November) later this year, said Hadden, adding, "and then we'll continue the expansion in Dubai through the start of next year. Again, we're talking to landlords, but nothing confirmed at the moment, apart from Bahrain and Qatar."

Hadden said Dubai’s reception has been far stronger than anticipated, with the retailer serving 1 million customers and selling 4 million items across its stores since launch.

“We’ve sold 4 million units,” he said. “10 per cent of that is pajamas. So, we sold 400,000 sets of pajamas.”

The pyjama category has emerged as one of Primark’s surprise bestsellers in Dubai, highlighting the strong consumer response to the retailer’s low-cost, trend-led fashion model.

Hadden said many shoppers were already familiar with Primark as a global brand, but Dubai customers responded strongly once they experienced its pricing and product quality in person.

“Prices are the same as in Europe,” he said. “I don’t think they appreciated necessarily the price proposition… and also the quality of the product and the fashionability of the product.”

He added that both Dubai stores had performed above expectations, with City Centre Mirdif proving to be a particularly strong performer despite being more community-focused than tourist-heavy Dubai Mall.

“The real nice part has been Mirdif,” he said. “That store has done particularly well for us.”

Dubai’s launch also got a high-profile boost when His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, visited the Dubai Mall store, something Hadden said helped raise the brand’s visibility in the market.

“We had Sheik Mohammed walk through the store,” he said.

Khalifa Bin Braik, CEO of Majid Al Futtaim Asset Management, said the company saw a strong response from shoppers after Primark’s first Dubai launch and is continuing its retail partnership with Alshaya as the brand expands regionally.

“We saw an incredible response following Primark’s opening at City Centre Mirdif, so it’s exciting to now bring the brand to Mall of the Emirates… as part of our growing partnership with Alshaya Group,” he said, adding that City Centre Bahrain will be the next step in the rollout.

The pace of Primark’s sales in Dubai has also forced Alshaya to rethink how it moves products into the UAE.

Hadden said stock for the first three stores had already arrived in February, but replenishment demand has been so strong that the company has had to use alternative shipping routes and even charter aircraft.

“We’re finding alternative routes, and we’re also air freighting some product,” he said.

Normally, Primark’s products arrive from Asian manufacturing hubs such as India and Bangladesh in Jebel Ali before being distributed through Alshaya’s warehouse network.

But now, some shipments are being diverted through Jeddah, Salalah and Egypt, before being trucked into the UAE.

“We then have charted a couple of airplanes… because we had to,” Hadden said.

Air freight is significantly more expensive than sea freight, but Hadden said Primark’s high-volume sales model has helped offset those costs.

“It’s a volume business,” he said. “As long as we get in the volume, we can afford to do what we do.”

One challenge in Abu Dhabi, Hadden said, will be finding enough retail space.

Primark’s stores are known for requiring large-format footprints, something he said is harder to secure in key UAE retail destinations.

“We need big space and big space is difficult to find,” he said.

That large-format approach has become central to Primark’s UAE strategy, with the retailer opting for some of Dubai’s biggest malls and building stores designed to handle very high footfall and broad product categories.

Primark’s expansion comes as Alshaya broadens its investment footprint in the UAE beyond retail.

The group has announced a 480,000-square-foot mixed-use joint venture in Dubai Hills with Brookfield Properties, which will include Grade A office space, residential units and retail.

Hadden said construction is expected to begin within the next 12 months, with Alshaya planning to move its UAE office to the site once completed.

“We understand retail, they understand development,” he said of the partnership. The development will also include retail space for some of Alshaya’s brands.

Hadden said the company’s wider brand rollout is also continuing, including newer launches such as Primark and Ulta Beauty.

“We’ve got the rollout of both Primark and Ulta Beauty to continue with,” he said. “Hopefully, more exciting stuff to come soon.” Alshaya entered the UAE in 1985 and now operates more than 700 stores in the country, making it one of its largest markets in the region.

Dubai: The line outside the Primark at Mall of the Emirates on opening day was no shock to anyone who has seen the store's launch at Dubai Mall and City Centre Mirdif before. The queues were snaking from the store's entrance, through the mall's corridor, and stretching so far it blurred into the direction of Ski Dubai.

Inside the moving line of shoppers stood people waiting for their turn to reach the front, shifting forward inch by inch, with their phones out taking videos of the buzz around them.

Sofia Alvarez, a marketing executive, leaned slightly on her tote bag as she looked ahead, half-amused by the chaos. “I think I came because I’ve been watching this trend online for a while” she said. “You see all these clips and you start wondering if the reality matches the hype."

Especially with this being the third store to open in the city she wondered if the crowd was going to be just as big. "My friends sent me their lists too, they could not imagine standing in line so I took one for the team" She laughs.

A few steps behind her was Ron Silva, a civil engineer who had only recently moved to Dubai. “Back home, a queue like this would mean something is wrong,” he laughed. “Here, it feels big especially because where I come from, it isn't everyday you see people excited about Primark."

Further along, Nicole Bennett, stood with her friends still in her school uniform. “We literally came straight from school,” she said. “We decided to go after we saw it on an influencer's page yesterday."

University student, Naina Sanjay stood in the line with her father. “I just got back from India on my university break and I had nothing to do and doing something unnecessary (like standing in a long line) feels good sometimes” She laughed. "When I was in Pune, I remember my friends talking about Primark and I would get FOMO." Standing beside her, her father smiled and added, “I’m just here to accompany my daughter.”

At one point in the queue, retired teacher Alia Sultan stood beside her daughter. “I did not go for the other openings she went to, but she came home with things she bought that I ended up loving. This time she asked me to come and I just agreed.” She laughs gesturing towards her daughter.

As shoppers exited the store carrying oversized paper bags, I knew my TikTok would probably be flooded with first impressions, 'everything I bought at Primark' hauls, and chaotic queue videos. And for the next few days at least, my algorithm will almost definitely be convinced that all I care about is affordable knitwear and home décor.

Dubai: Budget fashion giant Primark will open its third Dubai store at Mall of the Emirates on May 21, Gulf News can reveal.

The new outlet comes just weeks after Primark’s UAE debut at Dubai Mall on March 26, followed by a second store launch at City Centre Mirdif on April 9 — marking one of the fastest retail rollouts in recent months.

The Mall of the Emirates' opening underlines the brand’s aggressive growth strategy in Dubai, with multiple locations planned in quick succession by franchise partner Alshaya Group.

For shoppers, the big draw remains unchanged: the same wallet-friendly prices the Irish brand is known for globally. Primark’s appeal lies in its “treasure hunt” feel — racks of trend-led fashion across menswear, womenswear, kids, beauty and home, all at accessible price points.

In an earlier interview with Gulf News, John Hadden, CEO of Alshaya, said the expansion had been in the works for 18 months, with store locations, supplier agreements and product selections finalised well ahead of launch.

Behind the scenes, store locations, supplier deals and product ranges were all locked in well ahead of launch.

Despite geopolitical uncertainties, the retailer secured its supply chain early, with stock arriving in the UAE more than a month before the first store opened.

Much of Primark’s merchandise is sourced from Asia, allowing for faster turnaround times and, in some cases, simultaneous or earlier product drops compared to Europe.

The Dubai Mall flagship — described as a global flagship store — carries the full international range, a format mirrored across its new locations in the city.

Since its debut, Primark has proven hugely popular with UAE shoppers, drawing large crowds and long queues as bargain hunters rush to snap up its low-priced fashion.

Kuwait: Primark, the international fashion retailer known for its affordable fashion and everyday essentials, has officially opened its second store in Dubai in partnership with Alshaya Group, at City Centre Mirdif. Arriving just two weeks after Primark’s highly anticipated UAE debut at Dubai Mall, this second store opening highlights the brand’s ongoing commitment to the region.

The opening was marked with a ribbon-cutting ceremony attended by Ghansham “G” Pindoria, Vice President of Primark Middle East, alongside Andre Melo, Managing Director, UAE Majid Al Futtaim Malls, Huda Almazmi, Associate Director of City Centre Mirdif, and Mohammed Feras Arayqat, VP Retail Calendar and Promotions at Dubai Festival Retail Establishment, who together celebrated the continued growth of Primark in Dubai.

The Primark City Centre Mirdif store spans over 35,000 square feet of shopping space, set across one sales floor and will employ over 300 colleagues. Located in one of the city’s most established, family-centric neighborhoods, the store offers a fresh, modern retail environment, bringing Primark’s unique offering to even more customers in Dubai.

Shoppers can explore Primark’s full range of fashion, beauty and homeware offering customers a spacious and modern retail environment that reflects Primark’s global store experience - all at the unbeatable prices the retailer is known for. It also features exclusive collaborations, including world-famous brands such as Disney, NBA and NFL, alongside the retailer’s more premium range The Edit, available across men’s, women’s, younger kids and home.

Jose Luis Martinez De Larramendi, Director of International Expansion at Primark, said: “We’re delighted to open our second store in Dubai at City Centre Mirdif, just two weeks after we opened the doors at Dubai Mall. There has already been a fantastic response from customers, and it’s clear there’s a strong appetite for Primark’s offering in the UAE. Opening in Mirdif allows us to reach even more customers across the city and, together with our partners at Alshaya Group, this marks another important step in building our presence in Dubai and across the wider region.”

Ghansham “G” Pindoria, Vice President of Primark Middle East added: “Opening our doors at City Centre Mirdif marks an exciting new chapter for Primark in the UAE. Following the incredible response to our debut in Dubai, this new store allows us to connect with even more customers, bringing Primark’s unique blend of fashion, style, and affordability even closer to Mirdif and the wider neighboring communities. We are proud to deliver an engaging in-store experience while staying true to what Primark stands for – great fashion accessible to all.”

Primark’s growth in Dubai will continue with the upcoming launch of its third location at Mall of the Emirates later this spring. Throughout 2026, Primark and Alshaya Group will further expand the brand’s presence across the Middle East, including new markets in Bahrain (City Centre Bahrain) and Qatar (Doha Festival City), bringing Primark’s international footprint to 21 markets worldwide.