Superdrug has unveiled a significant expansion into the Korean Beauty category, launching around 400 products both in-store and online. The move positions the retailer as the leading high street destination for K-Beauty, through an exclusive partnership with specialist distributor PURESEOUL.
The collaboration introduces popular Korean brands such as Torriden, Celimax and AMUSE to the UK high street for the first time. Superdrug will also stock exclusive ranges from TIRTIR, FWEE and Frudia, alongside established names including Medicube, Biodance and SKIN1004.
This launch forms part of Superdrug’s new International Beauty initiative, which showcases global beauty brands side by side across 130 stores nationwide. The concept aims to highlight international innovation and respond to growing consumer interest in skincare trends from around the world.
According to market forecasts, the UK’s Korean Beauty sector is expected to grow from £439 million in 2023 to £855 million by 2032, representing a compound annual growth rate of 7.81%. The category’s rise reflects increasing demand from Gen Z and Millennial consumers for advanced formulations, ingredient transparency and the distinctive “glass skin” aesthetic.
Megan Potter, Trading Director at Superdrug, said: “We’re delighted to introduce leading Korean Beauty brands to our customers, from established favourites to exciting new discoveries. This launch brings nearly 400 products exclusively to Superdrug, combining innovation and quality for our shoppers.”
Gracie Tullio, Co-Founder of PURESEOUL, added: “Partnering with Superdrug allows us to make PURESEOUL’s brands more accessible across the UK. We’re thrilled that more customers can now experience our curated selection in-store and online.”
The Korean Beauty range is currently available in 30 Superdrug stores, including Westfield White City, Manchester Trafford Centre and Glasgow Fort, with a further 100 stores set to follow in January 2026. The full collection is now available at Superdrug.com
