Superdrug has partnered with Korean beauty retailer Pure Seoul to bring hundreds of items to its roster as it makes its first major step into international beauty products.
The high street retailer has launched 400 of the latest Korean beauty products in-store and online to bring more choice to customers.
Partnering exclusively with Pure Seoul, Superdrug will make a number of its brands, such as Torriden, Celimax and Amuse, available across the high street.
It forms part of Superdrug’s first step into international beauty, a new concept to showcase global beauty brands side-by-side in 130 stores nationwide.
The Korean beauty range is now available in 30 of Superdrug’s destination stores, such as Westfield White City, Manchester Trafford Centre and Glasgow Fort. It will be rolled out to an additional 100 UK stores in January.
Other brands joining the lineup include Medicube and Biodance, along with exclusive products from Frudia, FWEE and TIRTIR.
Korean beauty in the UK is set to grow to £855m in 2032, up from £439m in 2023, according to Credence Research.
Superdrug trading director Megan Potter said: “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.”
Pure Seoul co-founder Gracie Tullio added: “We’re so excited to be partnering with Superdrug to make Pure Seoul 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.”
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