Kbeauty Boom Drives South Korean Skincare Expansion Into UK High Streets And Beyond

Korean beauty products, popularly known as K-beauty, are making significant strides on UK high streets, transitioning from social media trends to brick-and-mortar retail stores. Riding on the back of viral sales powered by TikTok and Instagram, the industry is leveraging unique ingredients like snail slime and salmon sperm to achieve market dominance. Retailers are now placing a firm focus on engaging British consumers with in-person experiences.

The allure of K-beauty lies in its use of natural ingredients, often curated from Korean traditions, alongside a strict adherence to labelling standards. These qualities have contributed to its reputation for being gentle on the skin. Coupled with the innovative packaging and intriguing formulations, such as snail mucin serums and salmon DNA-infused face serums, K-beauty has successfully garnered a keen audience. Social media influence has played a pivotal role, with 34 per cent of UK users, and a remarkable 58 per cent of Gen Z consumers, reported to purchase beauty products after online recommendations, according to Mintel.

As these consumers experiment with K-beauty’s hallmark 10-step skincare routines or strive for the glossy, hydrated ‘glass skin’ look, retail giants like Superdrug and Boots are increasing their inventory. Products featuring snail mucin and PDRN, which is derived from salmon sperm for promoting collagen production, have piqued significant interest. Notably, Boots revealed selling a Korean skincare product every 15 seconds between December and February. Competitive pricing relative to premium cosmetic brands has further aided accessibility for consumers.

K-beauty’s UK retail presence has expanded rapidly with physical stores blossoming across the country. South Korean beauty retailer Moida launched its first UK store in Westfield, London, followed by another near Leicester Square. Rivals such as PureSeoul now boast eight branches nationwide, with plans for further expansion. Meanwhile, Skin Cupid secured a 10-year lease following the strong performance of their pop-up store near Tottenham Court Road. Property experts report that these brands are committing to long-term strategies, highlighting a sustained demand for K-beauty beyond just being a trend.

The Korean Wave, known as hallyu, has enriched the popularity of Korean exports including food, TV, music and beauty. Figures from Straits Research estimate K-beauty to grow into an £13.7bn global market by 2030, with an annual growth rate of 9 per cent from 2022 to the end of the decade. British consumers are increasingly drawn to Korean products partly due to this cultural proliferation, with K-beauty shops often located in Asian retail hubs like Charing Cross.

LG Household and Health Care, part of the electronics giant LG, symbolises this cultural-commercial crossover. Originally launching with Lucky Cream moisturiser in 1947, the company is leveraging its legacy with the recent debut of Belif in the UK. While initially focusing on online platforms and select retailers, LG plans to open further physical stores to complement its strategy.

Experts believe K-beauty’s evolution is set to continue filling gaps on British high streets. South Korean brands are showing strong localisation strategies by identifying loyal online customers and expanding accordingly. Moida and others are already planning to extend operations outside London, ensuring more diverse audiences can access their offerings. As spending shifts toward self-care and wellness amidst broader economic adjustments, K-beauty is poised to cement its position as a lasting fixture in the UK retail market.