Adapt, led by CEO Park Jeong-ha, announced on the 10th its foray into the Middle Eastern market, focusing on its K-inner beauty brand, Foodology, as it seeks to penetrate regions such as the United Arab Emirates (UAE) and Saudi Arabia. This initiative is characterized by an integrated approach that leverages both online and offline consumer touchpoints, which is essential for fostering early brand recognition in a marketplace increasingly receptive to K-beauty and wellness products.

In this strategic rollout, Adapt is collaborating with major e-commerce channels like Amazon UAE and Saudi Arabia, alongside established retail networks such as Nahdi Pharmacy—a leading healthcare and pharmacy retail chain in Saudi Arabia—and NiceOne, a specialist beauty and personal care e-commerce platform. This multi-channel strategy not only targets online purchasing demands but also capitalizes on health and beauty retail sector needs, setting the stage for enhanced visibility and accessibility of Foodology products within the region.

Nahdi Pharmacy operates a large-scale healthcare distribution network predominantly in Saudi Arabia, making it a vital partner for Adapt’s expansion efforts. NiceOne, similarly, serves as a key online platform for beauty and personal care, offering a diverse range of products including skincare, haircare, and fragrances. By anchoring its distribution strategy in well-established local channels, Adapt aims to bolster product exposure and purchasing convenience, thereby enhancing brand familiarity among Middle Eastern consumers.

The initial strategic product for this market entry is Foodology’s flagship offering, the Coleology Cutting Jelly. Drawing from its experiences in global markets like Japan and Hong Kong, where demand for its key products has been validated, Adapt is poised to implement a phased purchase expansion strategy focused on signature products tailored to local preferences in the Middle East.

Moreover, Adapt's ambitions do not end with Foodology; the company plans to broaden its brand portfolio within the Middle Eastern market. This expansion will include the introduction of its K-vegan beauty brand, Fully, and other key brands, strategically timed to align with market demand and the characteristics of various distribution channels.

According to Adapt, the new entry into major UAE and Saudi channels marks a significant milestone in the company’s mission to expand consumer engagement beyond Asia into the Middle East. The focus on core brands aims to enhance market recognition while gradually scaling the brand portfolio in line with local consumer demands. This move effectively positions Adapt to capitalize on emerging market trends and consumer preferences in an increasingly competitive beauty landscape.