Beauty of Joseon is opening its first physical pop-up in the UAE, a temporary SPF Store run by Namshi at Dubai Hills Mall from 14 to 23 November. Until now, the Korean skincare brand has only been available in the UAE through online channels.

The pop-up sits on the mall's ground floor next to Nike and is built around the brand's new Tinted Mineral Dayscreen SPF 30. Shoppers can test and buy all 15 shades, get matched to the right one with an in-store shade-matching service, and try product personalisation and promotional activities in the space. The pop-up is open from 10am to 11pm on weekdays and until midnight at weekends.

The Dayscreen pairs sun protection with buildable medium coverage, and its formula includes fermented brown rice and ceramide. According to the company, it carries the Skin Cancer Foundation's Seal of Recommendation. It joins a range best known for the Relief Sun: Rice + Probiotics SPF50+ PA++++ sunscreen.

The new product is sold in the UAE exclusively through Namshi, and the full 15-shade range will stay available on Namshi after the pop-up closes. Namshi CEO Hisham Zarka said the pop-up is part of the company's push to grow its beauty business and connect its online customers with brands through physical retail.

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