UK retailers expand K-beauty offerings to meet growing demand

Retailers in the United Kingdom are expanding their offerings of Korean beauty (K-beauty) products to meet growing consumer demand.

Landsec has announced that the K-beauty retailer moida will open its first standalone store at the Trinity Leeds shopping centre. The move aims to target Gen Z shoppers who are increasingly engaged with global beauty brands.

Simultaneously, Superdrug is expanding its international beauty selection by introducing new Korean skincare brands, including Dr Ceuracle, I’m From, Genabelle, and Aromatica. The retailer is also refreshing its PURESEOUL Edit to include cult favorites such as Beauty of Joseon, Biodance, and Medicube. The expanded range is available in over 60 stores and online, designed to make complex ingredient-led skincare more accessible to high street shoppers.