Buying tinted sunscreen online without being able to test the shade first is, for most people, a gamble. Namshi is trying to close that gap with a physical pop-up running from 14 to 23 November at Dubai Hills Mall – the first Beauty of Joseon standalone retail experience in the UAE.
The activation, called the SPF Store, is designed around the launch of the Tinted Mineral Dayscreen SPF 30, a new product from the Korean skincare brand that positions itself as a foundation alternative.
The formula covers, primes and sets in one step, with the brand claiming it improves the appearance of skin evenness and minimises the look of pores for up to 12 hours. It carries the Skin Cancer Foundation Seal of Recommendation, and contains Fermented Brown Rice and ceramide as key ingredients. The range comes in 15 shades.
Inside the store, a shade-matching station staffed by experts is the main draw. Beyond that, there is a timed puzzle challenge with exclusive gifts, a charm bar where shoppers can personalise their purchase for free, and a gifts-with-purchase offer that scales with spend. The layout, drawing loosely on Korean convenience store aesthetics, also includes dedicated photo areas.
Beauty of Joseon’s Relief Sun: Rice + Probiotics SPF50+ PA++++ is already one of the more recognised K-beauty sunscreens in the region. The Tinted Mineral Dayscreen is exclusive to Namshi in the UAE, which is part of the rationale for the pop-up.
“Namshi doesn’t just sell beauty, we bring it to life. As the region’s #1 fashion and beauty destination, we’re continuing to strengthen our beauty offering. With the Beauty of Joseon Tinted Mineral Dayscreen SPF 30 available only on Namshi, the SPF Store shows how we connect customers with the brands they love, online and offline. Personalised shade matching takes the hesitation out of buying a shade online, and our customers know that shopping beauty on Namshi is not just a transaction, it’s an experience,” Hisham Zarka, CEO of Namshi said in a statement.
The SPF Store is open on the ground floor of Dubai Hills Mall, next to Nike, from 10am to 11pm on weekdays and 10am to midnight on weekends. The 15-shade range remains available on Namshi’s platform after the pop-up closes.
