Home-grown beauty brand Huda Beauty has successfully forayed into the Asia-Pacific travel retail market in partnership with the Shilla Duty Free. Huda Beauty set up shop at the Shilla Duty Free in Seoul and online on June 26, making the latter the world’s first duty free store to house the brand.
“We are so excited to start our journey with Shilla DFS to continue this journey to expand the Huda Beauty brand into Korea and China, servicing their consumers. This is not our first step towards the Chinese market since we began our partnership with TMall (China) in February this year and it’s already doing fantastic,” says Huda Kattan, founder, Huda Beauty.
“To South Korean consumers, we have previously been known as a brand whose products are hard to come by and could only be purchased through cross-border shopping and the cosmetics multi-brand store, Sephora. Now, these consumers are able to purchase a variety of our most-popular Huda Beauty products at The Shilla Duty Free Store at duty-free prices,” she adds.
“Huda Beauty was the largest single day launch for any brand launching with Shilla this year, exceeding the launches of large, reputable, luxury beauty players,” states a Shilla Duty Free representative.
Alongside Huda Beauty colour cosmetics and eye product portfolio, its new skincare brand WISHFUL is also expected to do well at the Shilla Duty Free. “We see a large opportunity for our new skincare brand, WISHFUL. Huda Beauty, at large, is a brand that is centred on self-care and self-love and luckily enough, we are seeing a rising need in Asia to self-identify and to practice self-care. We also know that the consumer in this market loves a barefaced natural makeup look and clean, healthy skin, so we do expect WISHFUL to be extremely successful here,” Kattan concludes.