Faces Beauty on Launching K-Beauty Brands in the Middle East
This interview series highlights real brand-launch journeys, from preparation to execution, with the aim of supporting aspiring beauty entrepreneurs. By sharing firsthand experiences, we hope to provide practical insights and actionable strategies for building a successful cosmetics brand.
Please introduce yourself and your brand.
Faces Beauty is a leading multi-brand beauty retailer in the Middle East, owned by the Chalhoub Group.
K-Beauty is currently one of the fastest-growing categories in our market, and we have been actively exploring new opportunities within this space.
We saw strong potential to create a dedicated in-store destination for K-Beauty. To fully build this category, we recognized the need for exclusive brands that could represent K-Beauty clearly and resonate with our customers.
With that vision, we partnered with PLANIT 147 to launch Porefolic and Treatude as core brands within our K-Beauty portfolio.
What led you to choose PLANIT 147 as your development partner?
Our internal strategy team initially identified several Korean manufacturers capable of supporting a white-label collaboration model. That was when we first discovered PLANIT 147.
After speaking with multiple potential partners, PLANIT 147 stood out as the most suitable choice. Their structured approach and strong understanding of what we needed gave us confidence early on.
Before finalizing the partnership, we visited Korea for market research and met the PLANIT 147 team in person. That experience further reinforced our decision to move forward together.
What support from PLANIT 147 was most valuable during the launch?
One of the biggest advantages was the ability to significantly reduce our time to market. PLANIT 147 provided ready-to-use formulations along with pre-prepared packaging options, which allowed us to launch efficiently without compromising quality.
Their full turnkey support—covering branding, product planning, formulation development, packaging sourcing, design, content creation, production management, clinical trials, and certifications—was especially valuable for executing a fast-paced, large-scale launch. In addition, having brand identity development and trademark registration already prepared helped us enter the market quickly and establish clear positioning from the start.
Could you share a memorable moment from the brand launch process?
Launching new cosmetics in the Middle East requires close coordination, especially when it comes to regulatory compliance and localization.
Throughout the process, collaboration with PLANIT 147 was essential—particularly when translating packaging wording into Arabic, ensuring alignment with local regulations, and securing the necessary registration documents. Thanks to their support, we were able to resolve these challenges smoothly.
Another memorable moment was when we temporarily lost access to our warehouse, which delayed our ability to complete the SASO inspection. It was a tense situation, but with quick problem-solving and strong teamwork, we were able to overcome the issue and launch successfully.
What are your key goals for the future growth of your brand?
We are already seeing very positive consumer responses to both Porefolic and Treatude. Building on this momentum, our goal is to strengthen these brands across additional markets and expand our product lineup to meet evolving customer needs.
As we enter new regions, we also aim to respond quickly to documentation requirements and regulatory processes, ensuring smooth and scalable expansion. Ultimately, we look forward to growing these brands globally while continuing to adapt to new market demands.
Faces Beauty’s successful launch of Porefolic and Treatude highlights the growing global influence of K-Beauty and the importance of strategic collaboration in building strong brands. With PLANIT 147’s systematic support and close partnership, these two brands have quickly established themselves in the Middle Eastern market and are well-positioned for future expansion.
We look forward to seeing how Porefolic and Treatude continue to grow, reach new consumers, and shape the next chapter of K-Beauty worldwide.