Today, leading accessible health and beauty retailer, Superdrug, announces the expansion of its K-beauty range across stores and online, as demand continues to rise for ingredient-led skincare, globally trending brands and beauty innovation from around the world.
Originally launched in October 2025, Superdrug’s K-beauty range has continued to build momentum, with a focused in-store selection now available in 400 stores nationwide, alongside a broader International Beauty offer online. While K-beauty remains central to the in-store range, Superdrug.com gives shoppers access to sought-after brands and trends from key global markets.
Appetite for K-beauty continues to rise, particularly for advanced formulations and innovation-led skincare. Superdrug’s online marketplace has enabled the retailer to significantly broaden its K-beauty range, with a particular emphasis on ingredient-focused products. Products featuring PDRN are seeing strong momentum, up 167% year on year in March, with Reju-All in particular delivering standout performance over the past six months. K-beauty brands such as Equalberry and Seapuri are also performing strongly, reflecting growing interest in globally trending skincare brands and formulations.
As part of its broader International Beauty offer online, Superdrug has identified Poland and India as two important growth markets, reflecting increasing interest in effective, globally recognised skincare brands. From Poland, Tołpa and Ziaja are helping expand the retailer’s accessible European skincare range, while from India, Minimalist is performing strongly with shoppers drawn to ingredient-led formulations and efficacy-focused products.
Superdrug is also seeing increased interest in Middle Eastern fragrance, with ingredients such as oud helping to drive demand for rich, long-lasting scent profiles.
Megan Potter, trading director at Superdrug, said: “Since launching K-beauty in October 2025, we’ve seen strong appetite for ingredient-led skincare, innovative formulations and globally trending brands. Expanding our in-store K-beauty range to 400 stores allows us to bring even more of this innovation to shoppers nationwide, while our growing International Beauty offer online makes it easier to discover sought-after brands and trends from around the world.”
The full International Beauty range is available now on Superdrug.com, with a curated K-beauty selection available in 400 stores nationwide.
