Superdrug has launched 400 of the latest Korean Beauty products in its stores and online, marking its first major step into international beauty, which will see it showcase some of the world’s “most exciting” beauty products.
The chain has partnered with Korean beauty retailer PURESEOUL, whose edit will make brands such as Torriden, Celimax and AMUSE available on the UK high street for the first time. The new range will also include exclusive products from TIRTIR, FWEE and Frudia, as well as big names like Medicube, Biodance and SKIN1004.
The launch comes as sales of Korean Beauty are projected to nearly double in the UK, from £439m in 2023 to £855m in 2032. The strong market growth reflects the global trend, as Gen Z and Millennial consumers increasingly seek out Korean Beauty products for their effective formulations, innovative ingredients, multi-step routines, and the coveted ‘glass skin’ aesthetic.
Megan Potter, trading director at Superdrug, commented: “We’re excited to bring the very best of Korean Beauty to our Superdrug customers, showcasing the leading brands that define the category. From trusted icons to cult discoveries, nearly 400 products are landing exclusively in-store and online. We’re celebrating innovation, radiance and ensuring our customers have access to the very best Korean Beauty brands.”
Gracie Tullio, co-founder of PURESEOUL, added: “We’re so excited to be partnering with Superdrug to make PURESEOUL products more widely available across the UK. Superdrug’s young, beauty-savvy shoppers have been eager to discover our exclusive brands, and we can’t wait for them to experience our edit in such a large-scale, accessible retail environment.”
The Korean Beauty range has launched in 30 of Superdrug’s destination stores, including Westfield White City, Manchester Trafford Centre and Glasgow Fort. It will be rolled out to a further 100 stores across the country in January 2026. The full range is available on Superdrug’s website.
NAM Implications:
- (In case you missed) the global trend, as Gen Z and Millennial consumers increasingly seek out Korean Beauty products…
- …for their effective formulations, innovative ingredients, multi-step routines, and the coveted ‘glass skin’ aesthetic.
- Set to double UK 2023 sales to £855m by 2032.
- A must-watch for rivals…
