Beauty of Joseon has brought its newest Red Bean Serum to Dubai. The launch, held with Lamise Beauty, gave local fans a first‑hand look at the formula.
Exclusive preview in Dubai
The event featured the brand’s team traveling directly from South Korea to the emirate, allowing guests to learn about the serum from the people who created it. By choosing an in‑person experience rather than an online release, the company highlighted how important the UAE has become for international beauty brands.
Lamise Beauty hosted the gathering, positioning Dubai as a key destination for product launches in the Middle East. The showcase also reflected the growing relationship between Korean beauty brands and the region, where demand for effective yet lightweight skincare continues to rise.
Over the past few years, Korean skincare has moved from niche to mainstream across the UAE. Products that were once limited to international websites now appear in major retailers and specialty beauty stores, while social media has introduced many consumers to new ingredients and routines.
Beauty of Joseon has emerged as one of the most recognised names in this movement. Its minimalist formulations, inspired by traditional Korean ingredients and modern cosmetic science, have earned a loyal following. Earlier releases such as the Relief Sun sunscreen and Glow Serum have become staples for many skincare enthusiasts.
Choosing Dubai for the Red Bean Serum preview signals the city’s growing influence as a regional beauty hub. International brands increasingly view the UAE not just as another retail market but as a venue for major product introductions and consumer engagement.
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New serum details
The centrepiece of the event was the Red Bean PDRN and Peptide Pore Firming Serum. Designed as a lightweight, watery serum, the formula focuses on hydration while helping improve the appearance of enlarged pores and overall skin texture.
Its texture makes it particularly suitable for warm climates like Dubai, offering a refreshing feel that suits the region’s heat. The serum combines plant‑based PDRN from red beans with peptide technology, aiming to deliver both moisture and a smoother skin surface.
Frequently asked questions
What is Beauty of Joseon Red Bean Serum
Beauty of Joseon Red Bean Serum is a lightweight, watery serum that focuses on hydration while improving the appearance of enlarged pores and skin texture.
Where did Beauty of Joseon launch Red Bean Serum
Beauty of Joseon launched Red Bean Serum in Dubai, in partnership with Lamise Beauty, highlighting Dubai's rising status as a regional beauty hub.
What is K-beauty market in UAE
The K-beauty market in UAE has grown significantly, with Korean skincare brands like Beauty of Joseon becoming mainstream, and products now available in major retailers and specialty beauty stores.
