Korea’s The Shilla Duty Free says it will be the first duty-free store globally to sell the Huda Beauty brand. Huda Beauty begin retailing at Shilla’s Seoul location and its online store as of June 26.
While the brand has focused on the North American and Middle Eastern markets, Shilla says the new partnership will enable Huda Beauty to boost its Asian business. The brand’s products were previously only available in South Korea at Sephora (LVMH) or through cross-border shopping.
The brand’s founder, Huda Kattan has more than 44.7 million Instagram followers and over four million YouTube subscribers. The brand was founded in 2013.