Superdrug has today launched 400 new Korean Beauty products in-store and online, marking its biggest step yet into the category as it brings the high street’s largest selection to customers.
The retailer has partnered exclusively with PURESEOUL to introduce sought-after Korean brands Torriden, Celimax and AMUSE to the UK high street for the first time. The edit also includes exclusive products from TIRTIR, FWEE and Frudia, alongside established names such as Medicube, Biodance and SKIN1004.
The move forms part of Superdrug’s new International Beauty concept, which will showcase leading brands from around the world in 130 stores. The aim is to give customers one place to explore global beauty trends without needing to shop across multiple retailers.
Korean Beauty in the UK is expected to grow from £439 million in 2023 to £855 million in 2032. The rise has been driven by younger shoppers who seek out Korean products for their formulas, ingredients, multi-step routines and the focus on clear, hydrated skin.
“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,” said Megan Potter, Trading Director at Superdrug.
“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,” commented Gracie Tullio, Co-Founder of PURESEOUL.
The new range is available now in 30 Superdrug destination stores, including Westfield White City, Manchester Trafford Centre and Glasgow Fort. A further 100 stores will follow in January 2026. Customers can also shop the full collection today at Superdrug.com.
