Today, Superdrug launches 400 of the latest Korean Beauty products in-store and online, as it brings customers the largest choice available across the high street. The move marks a major milestone for the retailer as it partners exclusively with Korean Beauty
leader PURESEOUL, whose edit will make the much-coveted brands Torriden, Celimax and AMUSE, accessible across the UK high-street for the first time.
The launch also represents Superdrug’s first major step into International Beauty, a new concept that will showcase the world’s most exciting beauty brands side by side in 130 stores nationwide. This expansion ensures UK customers can discover and delight in
the best beauty innovations from around the world, all under one roof.
The new Korean Beauty range will include exclusive products from TIRTIR, FWEE and Frudia, as well as big names like Medicube, Biodance and SKIN1004.
The launch comes as Korean Beauty is projected to nearly double in the UK, from £439 million in 2023 to £855 million in 2032, a compound annual growth rate of 7,81%.1 The strong UK market growth reflects the global trend, as Gen Z and Millennial consumers increasingly
seek out Korean Beauty products for their effective formulations, innovative ingredients, multi-step routines, and the coveted ‘glass skin’ aesthetic.
Megan Potter, trading director at Superdrug comments: “We’re excited to bring the very best of Korean Beauty to our Superdrug customers, showcasing the leading brands that define the category. From trusted icons to cult discoveries, nearly 400 products
are landing exclusively in-store and online. We’re celebrating innovation, radiance and ensuring our customers have access to the very best Korean Beauty brands.”
Gracie Tullio, co-founder of PURESEOUL adds: “We’re so excited to be partnering with Superdrug to make PURESEOUL products more widely available across the UK. Superdrug’s young, beauty-savvy shoppers have been eager to discover our exclusive brands,
and we can’t wait for them to experience our edit in such a large-scale, accessible retail environment.”
The Korean Beauty range is now available in 30 of Superdrug’s destination stores, including Westfield White City, Manchester Trafford Centre and Glasgow Fort, and will be rolled out to a further 100 stores across the country in January 2026. The full range is shoppable from today on Superdrug.com.
