AD Biotech Partners with Kazakhstan K-Beauty Platform 'Bestee' to Target Central Asian Market

AD Biotech is stepping up its entry into the Central Asian cosmetics market through a partnership with Bestee, a Kazakhstan-based K-beauty platform. The strategy is to use Bestee's local distribution network and consumer data to identify Korean cosmetics brands, starting in Kazakhstan and expanding into neighboring countries such as Uzbekistan.

AD Biotech said on October 13 that it would partner with Bestee to expand K-beauty distribution in Central Asia. Under the arrangement, AD Biotech will identify competitive Korean cosmetics brands and products, while Bestee will handle their marketing, distribution and sales through its local platform.

Bestee is a K-beauty platform based in Almaty, Kazakhstan, that sells Korean cosmetics. It carries more than 700 products, including those from Korean brands such as Beauty of Joseon, Anua, Torriden and Round Lab.

Bestee also offers AI-powered skin consultation services. It analyzes consumers' skin conditions and lifestyles, then draws on data on approximately 1,800 cosmetic ingredients to recommend personalized skincare routines. The service can thus recommend products that reflect local consumers' preferences and needs, the company said.

Growth in the Central Asian beauty market is also a factor behind the expansion. According to KOTRA, the region's beauty market is expected to grow from approximately $2.4 billion in 2022 to approximately $3.7 billion in 2027. The region's young population and strong familiarity with Korean content are cited as factors driving growth in the K-beauty market.

Through the partnership, AD Biotech plans to build a distribution platform linking Korean brand sourcing, local distribution and marketing by Bestee, sales data collection, and the addition of more brands. It will first establish the business model in Kazakhstan and then gradually expand sales into neighboring countries, including Uzbekistan.

A company representative said, "This partnership will give us a foundation not only to access local sales networks but also to use consumer data to select products suited to the market. We plan to expand the business into a 'K-beauty distribution hub' connecting a wide range of K-beauty brands with consumers in Central Asia."

This content was produced with the assistance of AI translation services.