# K‑Beauty expansion in European drugstores

> Live situation record from CLSTR: https://clstr.news/situations/kbeauty-expansion-in-european-drugstores
> Updated: 2026-08-04T10:42:56.000Z. Sources: 2. Developments: 2.

In late July 2026, German drugstore chain dm introduced the Balea PDRN Power Serum, a Korean‑derived skin‑care product featuring polydeoxyribonucleotide and ceramides. The launch highlighted the growing acceptance of South Korean skincare innovations in mainstream European retail.

By early August, the trend had spread beyond Germany. Latvian pharmacy chain Euroaptieka began offering Korean cosmetics, while dm in the Czech Republic added a new Balea line that includes the PDRN serum, a milky rice essence, and an SPF‑50 fluid. Rossmann’s private label Isana also launched Korean‑style products. These moves illustrate the rapid diffusion of affordable K‑Beauty formulations across European drugstores, driven by consumer demand for effective, low‑cost skincare.

## Timeline

### 2026-08-04: Korean cosmetics gain traction in Europe with affordable drugstore lines

K‑beauty’s rise in Europe sees Euroaptieka in Latvia and dm’s Balea line in the Czech Republic offering affordable Korean‑style skin‑care products.

2 sources. https://clstr.news/cluster/korean-cosmetics-gain-traction-in-europe-with-affordable-drugstore-lines

### 2026-07-26: Balea launches PDRN serum in German drugstores, expanding K‑Beauty trend

dm’s Balea brand released a PDRN serum, bringing a Korean DNA‑based ingredient to German drugstores amid growing K‑Beauty popularity.

2 sources. https://clstr.news/cluster/balea-launches-pdrn-serum-in-german-drugstores-expanding-kbeauty-trend

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Cite as: K‑Beauty expansion in European drugstores. CLSTR, https://clstr.news/situations/kbeauty-expansion-in-european-drugstores