CJ Olive Young said on the 20th that it signed a memorandum of understanding on the 19th in Abu Dhabi, United Arab Emirates, with healthcare distributor Life Healthcare Group (LHG). LHG is a leading healthcare distributor in the United Arab Emirates. Through its drugstore chain brand "Life Pharmacy," it operates more than 580 offline stores and an online mall across the United Arab Emirates.
Under the memorandum of understanding, Life Pharmacy will seek to place promising Korean K-beauty brands in its offline stores and online mall across the United Arab Emirates. The company also plans to expand placements with local retailers by leveraging the distribution network of Nutripharm, a specialized vendor operated by LHG.
Olive Young said it will provide practical support for promising K-beauty brands to enter the market and expand sales in the Middle East, where standalone entries by individual brands are difficult, based on its in-house product sourcing capabilities, local distribution partner network, and brand-building and marketing execution capabilities.