K-beauty continues to dominate the global skincare scene, with a market expected to reach $18 billion USD by 2029, fuelled by demand for innovative ingredients, dewy “glass skin” trends, and multi-step routines. The UK is no exception, with a rising number of Gen Z and millennial consumers seeking out gentle, effective skincare that feels good and looks good on the shelf.
Founded in 2023, Smuuti Skin is known for its smoothie-like skincare, combining effective, gentle formulas with fun, fruity ingredients. Vegan, cruelty-free, and designed with Gen Z in mind, the brand offers a simplified skincare routine suitable for all skin types, including younger and more sensitive skin and has sold more than 1.5 million products in the Nordics thus far.
The official UK launch marks Smuuti Skin’s continued success into bricks-and-mortar retail outside of its home market and its successful launches in all Nordic countries and Baltics. The UK being the biggest market opening so far where the brand has brought its best-selling products to the new and exciting immersive world of Superdrug’s Beauty Playground which launched earlier in July. The brand is also available via Superdrug’s nationwide online e-commerce platform.
“When we launched Smuuti Skin in 2023, we were overwhelmed by the immediate demand, selling out in just two days,” said Jenni Ahokas, CEO of Smuuti Skin. “Our goal has always been to make high-quality, effective skincare accessible and fun. We’re thrilled to be partnering with Superdrug to bring our fresh approach to skincare to the UK, and to be expanding the K-beauty experience in an inclusive, affordable way.”
With a focus on simplicity and results, Smuuti Skin has quickly built a loyal global following and now retails across more than 1,000 stores in the Nordics and Baltics with 20+ retailers. Despite a tightly curated range of just 11 products, the brand has seen impressive traction, bolstered by a strong presence across TikTok and Instagram.
The product portfolio available at Superdrug includes the Watermelon Dew range. Hydrating heroes with watermelon extract and hyaluronic acid for dewy, glowing skin. Includes the Watermelon Sorbet Balm, Dew Toner Mist, Dew Serum, Jelly Cream, and Lip Mask.
The Smuuti Skin Watermelon Dew range is available now in selected Superdrug stores and online at superdrug.com. Additional Smuuti Skin ranges (Kiwi and Peach) are available via the Smuuti Skin UK TikTok Shop.
