d’Alba Piedmont, the Korean skincare brand that combines white truffle sourced from Alba in Piedmont, Italy with Korean beauty science, has launched on noon in the UAE.
The company says noon is its official e-commerce partner in the region, with expansion into other GCC markets planned in the coming months.
The brand’s core proposition is a range of vegan, hypoallergenic formulas built around white truffle, which d’Alba describes as rich in natural antioxidants and nutrients.
Its hero product, the White Truffle First Spray Serum, has sold over 50 million units worldwide as of 2026. The ultra-fine mist is designed to deliver hydration within three seconds and can be applied throughout the day over makeup.
Other products in the range include the White Truffle Intensive The Real Eye Patch and the Signature Allthera Double Shot, a firming treatment positioned as an at-home alternative to professional skincare.
The UAE K-beauty market was valued at USD 3.15 billion in 2025 and is projected to reach USD 7.58 billion by 2033, growing at a CAGR of 11.7%, according to figures cited by the brand.
Skincare accounts for more than 75% of that market revenue. D’Alba says its formulations are designed for the conditions common to the region, where consumers move between intense outdoor heat and heavily air-conditioned interiors, requiring lightweight products that deliver sustained hydration.
“The Middle East is one of the most discerning beauty markets in the world. Consumers here know their ingredients, and they expect skincare to perform in a climate that is genuinely demanding. That is exactly what d’Alba was curated for. Launching at noon allows us to introduce the brand through a trusted platform where customers know they are purchasing authentic products directly from us. We’re excited to bring our signature white truffle-powered skincare to consumers across the GCC and help them discover routines that fit seamlessly into their everyday lives,” Yana Park, Head of Middle East Market at d’Alba said in a statement
“At noon, we’re committed to giving customers access to the world’s most exciting and trusted beauty brands. We’re delighted to welcome d’Alba to our platform and bring its premium Korean skincare to consumers across the GCC, making authentic, high-quality beauty products more accessible than ever” Ritika Jain, Business Head (Beauty) at noon added.
The launch was accompanied by a media and influencer event introducing the brand’s products to beauty press and content creators across the region.
