Over the past few years, Korean beauty (K beauty) has transformed from a niche online obsession into a major force in the UK beauty industry. What began with a handful of cult-favourite sheet masks has evolved into a thriving market segment now stocked on high streets and in major retailers such as Boots and Superdrug.
UK consumers have embraced K-beauty’s science-driven formulations, gentle routines, and focus on skin health over heavy cosmetics. According to CEW UK, demand for Korean skincare has surged so strongly that Superdrug now carries more than 400 K-beauty products across its stores and online. This rise reflects not just changing skincare habits, but also a deeper cultural curiosity – a willingness among UK consumers to adopt global beauty philosophies rooted in innovation, ritual, and self-care. Boots have also expanded their K beauty category, with the popularity of products, they recently have launched a beauty box dedicated to Korean beauty.
It’s no shock that K beauty has made its mark on social media, if you’ve ever scrolled through #KBeauty on TikTok, you’ve seen the craze. UK influencers and skincare enthusiasts raving about Korea’s most talked-about products. Viral favourites like snail mucin serums (celebrated for their ability to hydrate and repair the skin barrier), Korean sunscreens (praised for being ultra-light and white-cast free), and the iconic “glass skin” routine have become staples in British bathroom cabinets.
British consumers, especially Gen Z and younger millennials, are increasingly embracing multi-step routines that focus on prevention and nourishment rather than quick fixes. The traditional 5-to-10-step Korean skincare ritual, once considered excessive, is now seen as an act of self-care, a daily moment of calm and consistency. This shift is also pressuring UK brands to adapt. Heritage and mass-market brands must now compete on both effectiveness and ethical transparency, often revising formulations, expanding product lines, and redesigning marketing strategies to meet the expectations set by K-beauty. In essence, K-beauty hasn’t just entered the UK market – it has helped redefine what consumers expect from skincare, creating a more educated, engaged, and experimental audience.
One of the strongest appeals of K-beauty is its ability to combine cutting-edge science with centuries of traditional skincare wisdom, creating products that feel both modern and rooted in heritage. Korean brands have long prioritised research-driven formulations, introducing innovative textures, delivery methods, and ingredient combinations that Western consumers had rarely seen before. From lightweight essences and hydrating sheet masks to ferment-based serums, K-beauty products are designed not just for short-term effects but for long-term skin health and resilience. Ingredient storytelling is central to K-beauty’s allure.
Take snail mucin, once considered exotic – now celebrated in the UK for its restorative, anti-inflammatory, and hydrating properties. These ingredients aren’t just listed on labels; K-beauty brands craft narratives around them, educating consumers about their benefits and creating an emotional connection to the product.
Brands like COSRX, Beauty of Joseon, and Dr. Jart+ have successfully translated this storytelling for a British audience, combining marketing education, influencer partnerships, and product innovation to make K-beauty accessible and desirable on the high street.
About Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – to develop and grow their brands across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
