As a Forward Base for Asia... Shilla Duty Free, World's First to Host 'Huda Beauty'

The World's First Duty-Free Shop

Founder of 'Huda Beauty', Huda Kattan

[Asia Economy Reporter Minyoung Cha] Shilla Duty Free announced that the global beauty brand 'Huda Beauty' will be entering duty-free stores worldwide for the first time. Huda Beauty, which has focused on the North American and Middle Eastern markets, has chosen Shilla Duty Free, known for its strength in the beauty category, as a partner to expand into the Asian market.

Shilla Duty Free announced on the 22nd that starting from the 26th, Huda Beauty products will be sold exclusively at Shilla Duty Free Seoul and Shilla Internet Duty Free among duty-free stores.

Huda Beauty is a brand established in 2013 by beauty influencer Huda Kattan, famous for its false eyelash products. Founder Huda Kattan is a well-known influencer with 44.7 million Instagram followers and over 4 million YouTube subscribers. As of last year, the brand operates 900 stores across the United States and about 600 stores in countries outside the U.S.

Until now, Huda Beauty products in Korea could only be purchased through overseas direct purchase or the cosmetics select shop Sephora, but from now on, they will be available at duty-free prices at Shilla Duty Free.

A Shilla Duty Free official stated, “We are scheduling the entry of popular brands like Huda Beauty for customers waiting for duty-free shopping,” and added, “We will do our best to ensure customers can experience attractive duty-free shopping.”

Huda Beauty founder Huda Kattan said, “As Korean and Chinese beauty influencers introduce Huda Beauty products, demand for Huda Beauty in the Asian market is increasing,” and added, “We are very excited to collaborate with Shilla Duty Free, which has strengths in cosmetics and perfume categories and excellent customer service.”

Meanwhile, many global beauty brands are choosing Korean duty-free stores as a stepping stone to enter the Asian market, just like Huda Beauty. Brands such as 'Helena Rubinstein,' 'Fenty Beauty,' and 'Gucci Beauty' entered duty-free stores before department stores or regular shops when entering the Korean market. This approach allows them to simultaneously showcase their brands to trend- and quality-sensitive Korean customers and the main duty-free customers, Chinese consumers, enabling them to quickly gauge market reactions.

This content was produced with the assistance of AI translation services.