WELCOS

FRUDIA, a brand of Welcos (CEO Youngdon Kim), is accelerating its expansion into the global beauty market. The brand participated in Beautyworld Dubai 2026, one of the world's leading beauty trade shows, further strengthening its presence in the Middle East and expanding its connections with global markets.

At this year's exhibition, FRUDIA showcased a diverse product portfolio, including four products from its F-LAB line featuring the newly launched Retinal B3 EXO RED 360° Volume Shot Tension Mask, alongside its sun care range, three signature lip balms, Glow Juicy Jam, and Blurry Butter Jam.

In particular, F-LAB, FRUDIA's longevity-focused skincare line, introduced a complete four-step skincare routine designed to address different skin concerns. The lineup includes the Retinal B3 EXO RED Bubble Pack Booster, used as the first step in skincare, followed by the Retinal B3 EXO RED 360° Volume Shot Ampoule, Retinal B3 EXO RED 360° Volume Shot Cream, and the newly launched Retinal B3 EXO RED 360° Volume Shot Tension Mask. Together, these four products highlight FRUDIA's approach to a comprehensive, step-by-step skincare routine.

FRUDIA also presented a wide range of its signature products, highlighting the brand's expanded portfolio across skincare, lip care, and makeup. The exhibition featured three signature lip balms that have steadily gained recognition in overseas markets, the brand's sun care range, and Glow Juicy Jam and Blurry Butter Jam, both known for their vibrant colors and distinctive textures.

Throughout the exhibition, FRUDIA held business meetings with buyers from the Middle East, North Africa, and other international markets, focusing on assessing local market responses and the competitive potential of its F-LAB line. The brand introduced its latest product lineup and differentiated product offerings to distributors and retailers across various countries, exploring opportunities to establish new business relationships and expand its global distribution network.

FRUDIA also met with existing business partners to review country-specific sales performance, distribution status, and market developments. These discussions covered future business strategies and potential opportunities for further collaboration, including new product launches and joint marketing initiatives.

Looking ahead, FRUDIA plans to continue its global expansion by participating in Cosmoprof Asia Hong Kong 2026, scheduled for November. With a strategic focus on the Middle East and Asia, the brand aims to gain deeper insights into local market characteristics and distribution environments while identifying new business partners and sales channels, further strengthening its position in the global beauty market.