Superdrug is expanding its International Beauty offering with a new wave of highly sought-after Korean beauty brands across skincare, haircare and cosmetics, alongside a spotlight on Indian beauty brand Minimalist.
This launch brings even more of the products customers are discovering through social channels into an accessible high street environment, with the expanded Korean beauty range available in over 60 stores as well as online.
Building on the success of its 2025 Korean beauty launch and its partnership with Korean beauty specialist PURESEOUL, this enhanced edit further cements Superdrug’s position as a leading high street destination for international beauty discovery. The latest launch introduces new products from Dr Ceuracle, I’m From, Genabelle, Aromatica, Dr Reju All, Missha and the updated PURESEOUL Edit, alongside cult favourites such as Beauty of Joseon, Biodance and Medicube. The expansion also introduces newness in cosmetics, including Etude, Banila and Missha, together with updates to the PURESEOUL Edit and additional launches from Rom&nd and Fwee.
Alongside the K-beauty expansion, customers can also discover new international additions, including Minimalist, the Indian skincare brand known for its ingredient-led formulations. Superdrug is also expanding the availability of &honey, bringing the Japanese haircare brand to all 64 stores, in addition to its existing online presence via the Marketplace. This development further strengthens Superdrug’s International Beauty proposition by growing its haircare category. This move forms part of Superdrug’s wider Beauty Playground approach, offering a more immersive, energetic and customer-led way to discover beauty trends. With K-beauty continuing to drive significant social awareness, Superdrug is supporting shoppers in moving from curiosity to confident purchase through an edit that is accessible, engaging and easy to navigate.
While K-beauty remains one of the most talked-about movements within the industry, it can still feel complex for customers navigating ingredient-led skincare, unfamiliar formats and routine-building terminology. Superdrug’s expanded offering is designed to simplify this journey, combining trusted expertise with opportunities to test, learn and shop the products customers are actively seeking. The launch is primarily centred on skincare and cosmetics, with the introduction of haircare marking a new step in Superdrug’s International Beauty strategy. The in-store rollout will begin across 64 locations, with plans for further expansion, while the Superdrug Marketplace continues to offer customers access to a broader range of international beauty brands online.
Megan Potter, Trading Director at Superdrug, comments: “International Beauty is one of the most exciting spaces in beauty right now, but we know shoppers want more than just trend awareness. They want to touch, test, understand and find the products that work for them. Our expanded offer brings together credible, high-performing brands from K-Beauty to Indian beauty in a way that feels accessible, social and fun. This is about helping customers discover the best of global beauty with confidence.”
The expanded range is now available in 64 Superdrug stores, including Westfield White City, Manchester Trafford Centre and Glasgow Fort, with further rollout planned later this year. The full range is available to shop from today on Superdrug.com.
