Dubai, United Arab Emirates, March 22 2018:    South Korean cosmetics brand ETUDE HOUSE opens its first Middle East store in the Dubai Mall, promising to make local customers’ beauty dreams come true with fun and playful products that unlock their unique beauty. 

A pre-launch party was held at the BVLGARI Resort, which was graced by the presence of Ms. Geum-Joo Kwon, President of ETUDE House and representatives from Alshaya. With 229 stores globally, ETUDE HOUSE’s first Middle Eastern store is at the Dubai Mall, the largest mall in the world followed by the next opening in Kuwait, at The Avenues in late March 2018.  

Korea’s leading beauty and makeup brand, ETUDE HOUSE is known for its innovative, trend-setting approach. The brand’s philosophy is that every woman was born a dignified and beautiful being that deserves to be valued, and its stores aim to create a culture of ‘makeup play’ in its stores, with feminine and playful products.