Floha has officially announced its entry into the Middle Eastern waxing cosmetics market, aiming to establish itself as a global leader in the industry.
The company plans to expand its business portfolio by introducing various waxing cosmetics categories and delivering premium services tailored to the Middle Eastern market. Floha is leveraging its “3C Strategy” to guide this new venture, focusing on C (Consumer Focus), C (Customization), and C (Collaboration).
- Consumer Focus: Providing products and services that meet the specific needs of customers in the Middle East.
- Customization: Developing products that align with the cultural preferences and skin care needs of Middle Eastern customers.
- Collaboration: Strengthening distribution channels and expanding market reach through partnerships with local businesses.
Floha operates the largest waxing academy in South Korea, boasting a team of highly skilled waxing professionals. The company has long been at the forefront of Korea’s waxing culture, shaping the industry through its innovative approach. Its academy offers comprehensive training programs and hands-on experiences, enabling both customers and professionals to gain valuable insights into Floha’s advanced techniques and products.
In addition, Floha participated in the “K-Beauty Saudi Innovation Delegation” in November 2024, becoming the first Korean waxing brand to introduce its name on the global stage. This event highlighted Floha’s cutting-edge technology and premium products to international buyers, laying a solid foundation for its expansion into the Middle Eastern market.
The Middle Eastern cosmetics market is rapidly growing. According to Euromonitor, the market size in the Middle East and North Africa (MENA) is expected to reach approximately $61 billion by 2026. Demand for waxing and hair removal products, in particular, is steadily increasing due to the region’s emphasis on personal hygiene and the growing influence of global beauty trends. Notably, the per capita cosmetics expenditure in the six Gulf Cooperation Council (GCC) countries is approximately $250, surpassing the global average.
A Floha representative stated, “Having led the waxing cosmetics industry in South Korea, Floha is now ready to demonstrate its potential in the Middle Eastern market, which holds immense growth opportunities. We are committed to delivering premium services that resonate with local customers and set new industry standards.”
An official from the Korea Cosmetic Industry Institute commented, “Floha has been a trailblazer in Korea’s waxing industry, combining research, development, and education to drive innovation. Its entry into the Middle Eastern market, backed by a tailored strategy and premium offerings, is a promising step toward establishing its global presence.”
Floha plans to continue incorporating customer feedback into its product development and service enhancements, striving to prove its value as a leading brand in the Middle Eastern market.
Media Contact
Company Name: FLOHA
Contact Person: Soohee Kim
Email: info@floha.co.kr
Country: South Korea
Website: https://www.floha.co.kr
