d’Alba Piedmont Lands on noon, Bringing Italian White Truffle-Powered Korean Skincare to the UAE

The premium K-beauty brand makes its regional e-commerce debut with high-performance, climate-conscious formulas created for modern Middle Eastern routines.

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Dubai, United Arab Emirates — August 24, 2026: Premium Korean skincare brand d’Alba Piedmont has officially launched in the UAE on noon, giving beauty enthusiasts across the country access to its collection of vegan formulas powered by Italian white truffle.

Known for combining Korean skincare technology with white truffle sourced from Alba, Piedmont, d’Alba has built a global following for its lightweight, high-performance products. The brand’s arrival on noon marks an important step in its regional expansion, with plans to enter additional GCC markets in the coming months.

As d’Alba’s official e-commerce partner, noon will offer customers access to an authentic selection of products sourced directly from the brand.

At the centre of d’Alba’s skincare philosophy is white truffle from Alba, Piedmont, Italy. Naturally rich in antioxidants and nutrients, the ingredient is used alongside Korean skincare innovation to create formulas designed to hydrate, refresh and support the skin barrier, including sensitive skin.

Korean Beauty, Reimagined for the GCC

The launch comes as Korean beauty continues to grow in popularity across the UAE and wider GCC. The UAE K-beauty market was valued at approximately USD 3.15 billion in 2025 and is projected to reach USD 7.58 billion by 2033, reflecting a CAGR of 11.7%. Skincare remains the category’s strongest segment, accounting for more than 75% of revenue.

While the “glass skin” trend continues to attract attention, consumers are also becoming more focused on ingredients, hydration, sun protection and maintaining a healthy skin barrier.

For those living in the Gulf, the climate can make skincare particularly challenging. Long days in intense heat, high temperatures and frequent transitions between outdoor conditions and air-conditioned interiors can leave skin feeling dry, tight and uncomfortable.

d’Alba’s approach is built around lightweight textures, deep hydration and easy-to-use formulas that fit into everyday routines. Its Desert-Friendly Promise reflects this focus, with products designed to provide immediate hydration and a comfortable finish that works well in hot-weather conditions.

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The d’Alba Icons to Know

One of the brand’s best-known products is the White Truffle First Spray Serum, which has surpassed 50 million units sold globally as of 2026. The ultra-fine facial mist delivers a quick boost of hydration and can be reapplied throughout the day, including over makeup.

The collection also includes the White Truffle Intensive The Real Eye Patch, created to brighten, firm and refresh the delicate eye area. For more targeted care, the Signature Allthera Double Shot offers an at-home firming treatment that can be incorporated into a skincare routine in just a few minutes.

Across the range, d’Alba focuses on combining performance with convenience, creating products that are easy to use and suited to busy lifestyles.

“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,” said Yana Park, Head of Middle East Market at d’Alba.

“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.”

For noon, the partnership adds another sought-after international beauty brand to its growing platform.

“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,” said Ritika Jain, Business Head (Beauty) at noon.

A New Chapter for d’Alba in the Middle East

To celebrate the launch, d’Alba hosted an immersive media and influencer experience introducing beauty editors and content creators to the brand’s heritage, philosophy and hero products.

The event forms part of d’Alba’s wider regional strategy to build awareness around its white truffle formulations and establish a stronger presence in the GCC’s premium beauty market.

With its combination of Korean skincare expertise, Italian white truffle and formulas designed with the region’s climate in mind, d’Alba’s arrival on noon brings a new option to UAE consumers looking for effective, lightweight skincare.

d’Alba Piedmont is now available on noon in the UAE, allowing customers to explore the collection and find products suited to their individual routines.

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About d’Alba Piedmont

d’Alba is a premium Korean vegan skincare brand inspired by Alba in Piedmont, Italy, home to some of the world’s finest white truffles. Combining Italian white truffle with advanced Korean skincare science, d’Alba creates high-performance formulas designed to support healthy, radiant skin.

The brand’s products are clinically tested and suitable for sensitive skin, with white truffle extract at the heart of its formulations. Since launching, d’Alba has become one of Korea’s leading premium skincare brands, gaining international recognition for its bestselling White Truffle First Spray Serum and its focus on simple, effective beauty routines.

About noon

noon is a leading digital marketplace in the Middle East, serving customers across the GCC, including the UAE, Saudi Arabia, Egypt, Bahrain, Qatar, Oman and Kuwait.

Since launching in 2017, noon has grown into an online shopping destination offering millions of products across beauty, fashion, electronics, home, grocery and more. Through fast delivery, competitive pricing, flexible payment options and a customer-focused approach, noon connects consumers with leading local and international brands while making online shopping more convenient.