You Can Now Get d'Alba Piedmont on noon

Korean skincare brand d'Alba Piedmont has launched on noon in the UAE today, marking the brand's entry into the Gulf market.

d’Alba Piedmont was founded in Korea in 2014 and built its identity around combining Italian white truffle extract with Korean skincare formulation. The brand describes its products as vegan and hypoallergenic, and has introduced what it calls a “Desert-Friendly Promise” for the UAE launch – lightweight, hydrating formulas it says are designed to hold up in hot outdoor climates and heavily air-conditioned indoor environments.

The range landing on noon is led by the White Truffle First Spray Serum, d’Alba'‘s signature product, alongside the White Truffle Intensive The Real Eye Patch, aimed at the eye area, and the Signature Allthera Double Shot, a firming product. d’Alba says it has sold more than 50 million units of the First Spray Serum globally to date.

Independently, d’Alba’s broader growth has been reported by third parties: the brand posted a 210% surge in overseas sales in 2024, with overseas revenue rising to roughly $100 million from around $35 million the year before. It ranks among the top three brands at Olive Young, Korea's largest health and beauty retail chain, and is the number one beauty brand by category on Naver Shopping. It also holds the top spot among face mists on Amazon in the US, Canada, Spain and Germany.

Market data from Grand View Research puts the UAE's K-beauty market at $3.15 billion in 2025, projected to reach $7.58 billion by 2033 at a compound annual growth rate of 11.7%, with skincare accounting for the largest share of category revenue.