UK beauty distributor, Luneia Brands, has partnered with Selfridges to launch permanent counters for Korean skincare brands Biodance and Medicube, opening today at the retailer’s Oxford Street flagship. This is the world’s first permanent counter for Biodance, Medicube’s first in Europe, and the first time the two brands have launched permanent counters together.
Key details:
- A world first: Selfridges is home to Biodance’s first permanent counter globally, Medicube’s first in Europe, and the first time the two brands have launched permanent counters together
- Viral scale: according to parent company APR, Medicube’s AGE-R devices have passed 6 million sales worldwide, while Biodance reports more than 360 million hydrogel masks sold
- Selfridges came to Luneia: the retailer approached the independent UK distributor as a strategic partner to conceptualise and deliver the counters, from initial concept through to launch
- A proven track record: ahead of the counters, Luneia co-developed a global-first Medicube facial exclusively for Selfridges Trafford Centre, which has outperformed its forecast fourfold and has a two-month waiting list
- The UK’s biggest ranges: each brand brings its largest physical range in the UK, with first-to-market launches planned throughout 2027
- A wider K-beauty destination: the counters anchor Selfridges’ new K-beauty space in The Beauty Workshop, where Luneia also supports Beauty of Joseon, SKIN1004, Axis-Y, VT Cosmetics, Thank You Farmer and Dr. Reju-Al
- This is Luneia’s first permanent counter development, following its work taking K-beauty into new channels, including travel retail with airlines and cruise liners
Gemma Murari, managing director of Luneia Brands, said: “This is the first time K-beauty has been elevated in this way in UK luxury retail. The category has achieved remarkable reach at pace, and this launch marks its move from viral moment to permanent, experience-led luxury retail. K-beauty is not a bubble; it is evolving, and the brands built on genuine science, innovation and results will define its next chapter.
Selfridges recognised Luneia as a reliable, commercial and trend-led partner, and we have acted as the strategic conduit between brand and retailer, uniting each brand’s identity with the Selfridges vision to create a counter model built on experience, consultation and visual impact. We are proud to be at the forefront of that evolution.”
Jade Mainprize, beauty buyer at Selfridges, says of the launch: “While this isn’t the first time we’ve seen K-Beauty enter the UK market, what’s changed significantly is the way Korean brands are approaching international retail. This has created an exciting opportunity for us to build deeper, more collaborative partnerships with some of the category’s most influential brands, delivering a number of global firsts for Selfridges: from the world’s first permanent counter for Biodance, Medicube’s first counter in Europe and its first-ever in-store beauty room services, all developed with Luneia Brands, to Anua’s first pop-up activation outside Korea.
Our ambition is to build long-term partnerships with these brands and play a role in establishing their longevity in the UK market. While many are experiencing significant momentum right now, we want to help nurture them into the next generation of household names.
Our new K-Beauty destination, brought to life in partnership with Luneia Brands, is central to this vision. We’ve created an elevated retail experience that goes beyond discovery, bringing together an exciting brand offering with personalised skincare consultations from brand experts. This allows customers to better understand their individual skin needs and find the products that are right for them, moving beyond simply buying into what’s trending online. Ultimately, it’s about building confidence, credibility and lasting relationships with our customers, while championing the innovation and expertise at the heart of Korean beauty.”
Gemma Murari, managing director of Luneia Brands, is available for interview on the Selfridges partnership, how Luneia works as an extension of its brand partners’ teams rather than as a traditional wholesaler, and what’s next for K-beauty in UK retail.
