Korean retailer CJ Olive Young partners with UAE's Life Healthcare Group
CJ Olive Young has entered a long-term strategic partnership with UAE-based Life Healthcare Group (LHG) to expand Korean beauty distribution across the Gulf region, according to several media reports.
The agreement, formalised through a memorandum of understanding (MOU), which is a formal agreement that outlines cooperation between two parties, was signed in Abu Dhabi and aims to accelerate the growth of K-Beauty in the UAE and the wider GCC.
The signing ceremony was attended by senior government representatives from both countries, including Dr Thani bin Ahmed Al Zeyoudi, UAE Minister of State for Foreign Trade and Yeo Han-koo, South Korea’s Minister for Trade. The MOU was signed by Adam Abdul Nazar, Deputy CEO of LHG and Lee Suk Joon, Vice Chairman of CJ Corporation, the parent company of CJ Olive Young.
CJ Olive Young and LHG will work together to expand and structure the K-Beauty category across Life Pharmacy’s 580-store network. The partnership will focus on category development, portfolio growth, experiential retail, onboarding established and emerging Korean brands and joint marketing and consumer engagement initiatives.
CJ Olive Young said the arrangement strengthens its regional distribution platform and offers additional support for domestic brands seeking entry into one of the world’s fastest-growing beauty markets. Meanwhile, LHG said the collaboration will enhance the consumer experience and reinforce the UAE’s position as a regional centre for beauty trends and product innovation.
CJ Olive Young already distributes its own brands, including Bring Green, WakeMake and Colorgram, through retailers in the UAE and Saudi Arabia and also sells internationally through its cross-border e-commerce platform Olive Young Global.
The company expects the partnership to create broader market access and long-term growth opportunities for Korean SMEs across the GCC.