Hundreds throng Korean beauty roadshow

Hundreds of people from different nationalities with love for Korean beauty products are showing great interest in the first-ever Korean beauty roadshow in the region being held in Dubai Festival City.

As part of the two-week long roadshow, Tirtir, the first Korean beauty brand, is introducing a wide range of new beauty products for its customers as the roadshow, being organised by K-Secret, will conclude on April 13.

“The Dubai roadshow is the brand’s first major public activation in the region, offering customers an intimate opportunity to discover what makes Tirtir one of Korea’s most celebrated beauty names. We are incredibly proud to bring this vision to life,” said Byung Yoon Ahn, Managing Director of K-Secret.

“Launching the first Korean beauty roadshow in the UAE is not just a milestone for our company, but for the entire industry. At K-Secret, we believe in more than just showcasing products — we believe in storytelling, in bridging cultures through beauty, and in creating experiences that leave a lasting impression. Tirtir is a perfect representation of the values we cherish: authenticity, innovation, and skin-first care.”

Since its opening, the roadshow has already attracted thousands of curious and enthusiastic visitors, creating buzz both online and offline. With its clean aesthetics, thoughtful design, and commitment to genuine engagement, the space has become a must-visit destination inside Dubai Festival City Mall.

“The response from the public has been nothing short of phenomenal,” added Hosam Bedawy and Dina Alrawas, Marketing Managers at K-Secret. “People are genuinely connecting with the story behind the products and the roots of Korean beauty. They’re eager to learn, to ask questions, and to share their own experiences. It’s exciting to witness how much love there is in the region for K-beauty — and this is only the beginning.”

Dina further added that Tirtir has quickly gained a cult following worldwide. While the brand is rooted in a skin-first philosophy with its gentle yet effective formulas, it is renowned for its extensive shade range of lightweight cushion foundations that cater to diverse skin tones.