Korean beauty products are transitioning from digital screens to the streets of the UK, spurred on by social media’s influence in propelling sales of skincare items featuring intriguing ingredients like snail secretion and salmon sperm.

Retailers are eager to leverage the TikTok and Instagram craze surrounding South Korean skincare and beauty lines, collectively referred to as K-beauty, by establishing brick-and-mortar shops and launching various brands in an effort to entice consumers to purchase products that have gained viral popularity online.

Though certain products have been available on specialty beauty websites for a while, British consumers can now experience them firsthand and evaluate their celebrated benefits.

This trend exemplifies South Korea’s increasing cultural impact, where its food, cinema, television, and K-pop—recognizable through international sensations like the boyband BTS—are flourishing as businesses extend into expansive consumer markets such as the UK.

K-beauty enjoys a positive reputation largely due to South Korea’s tradition of incorporating natural ingredients in formulations, resulting in gentle products for the skin, alongside stringent regulations on labeling. The industry is also known for its innovative formulations and quirky packaging—sometimes designed to resemble animals—yet many consumers discover brands like Beauty of Joseon and Laneige through influencer reviews.

According to Georgia Stafford from market research company Mintel, “Social media is a crucial factor in K-beauty’s rise in the UK, with 34% of users purchasing beauty or grooming items after seeing them online, increasing to 58% among Gen Z users.”

Currently, 21% of Gen Z consumers (ages 13-28) use K-beauty products, compared to just 8% across the board. This demographic is more inclined to engage in the intricate 10-step skincare routines that are a staple in South Korea or strive for the coveted “glass skin” appearance, characterized by a deeply hydrated and radiant complexion.

Shoppers can now easily find products like Cosrx’s skin essence—which contains snail mucin, or slime, to the unacquainted—at retailers like Superdrug and Boots. Notably, Boots also stocks Anua’s face serum featuring PDRN (polydeoxyribonucleotide), derived from salmon sperm DNA fragments, marketed as a deeply hydrating solution.

K-beauty items are often significantly cheaper than those from established premium brands, making it easy for consumers to experiment with new products and ingredients. Stafford points out that “PDRN stands out as an ingredient that encourages collagen production and sparks engaging conversations among consumers.”

In a noteworthy trend, Boots, the UK’s largest beauty retailer, reported selling a Korean skincare product nearly every 15 seconds between December and late February, and has expanded its product offering in recent months.

Despite tightening budgets in various areas, spending on health, beauty, and pharmacy items appears to be holding steady. Barclays figures reveal that expenditure in this market was, on average, 10.2% higher in the first quarter of this year compared to the same months in 2024.

Korean retailer Moida (which means “to gather”) opened its first store in the UK at Westfield shopping center in west London in December, followed by a second location in the city this month. The new shop, adorned in pink and red and situated near Leicester Square, is in close proximity to another Korean beauty retailer, PureSeoul, which now operates eight stores across the UK and plans to open two more this year.

Similarly, Korean beauty competitor Skin Cupid has secured a 10-year lease for a UK location near Tottenham Court Road in central London, following the success of a limited-time pop-up during the festive season.

LG, known primarily for its electronics such as smart TVs and appliances, started its journey in 1947 with a moisturizer called Lucky Cream. The company is now looking to capitalize on the surging interest in all things Korean by expanding its beauty division, LG Household & Health Care (LG H&H). Its K-beauty brand, Belif, was launched in the UK in May, initially on online platforms and at two London outlets of GlamTouch.

LG is eyeing physical store openings, according to Steven Jeong, the managing director for LG H&H UK. He believes that while the initial focus is on online channels, in-person experiences are crucial in the skincare journey, particularly for texture testing and personal consultations. The aim is to solidify an offline presence as early as June.

Many consumers are increasingly attracted to K-beauty as interest in Korean cultural exports, collectively known as the Korean Wave or hallyu, continues to grow. Projections indicate that the K-beauty market could reach a global valuation of $18.3 billion (£13.7 billion) by 2030, as stated in a Straits Research report, reflecting an annual growth rate of 9% from 2022 until the end of the decade.

“I enjoy K-dramas,” says Ike Lawson, a 28-year-old browsing a PureSeoul store in central London during her lunch break. “K-beauty products suit my skin, especially the snail mucin serum. I visited Korea in 2023 for the skincare, but also for the food,” she shares.

The shelves of PureSeoul feature stylish tubes and bottles containing ingredients unfamiliar to British consumers, such as mung beans, mugwort, and propolis, harvested from bees.

Lawson’s coworker, Georgia Spooner, 27, who recently purchased a £22 sunscreen stick for an impending holiday, notes the growing number of K-beauty shops, having first encountered the trend on social media. “It’s become much more mainstream now.”

This PureSeoul location on Charing Cross Road has evolved into a cultural hub, surrounded by grocery stores and restaurants. Retailers value such environments, explains Matt Peters, a retail specialist at Savills in London.

“While these brands focus on presenting their products to a Western audience, many prefer to associate with other Asian-focused businesses in their locations,” Peters reveals.

K-beauty retailers are filling niches within British high streets, with some signing long-term 10-year leases, indicating a commitment to their chosen locations. Peters asserts, “These retailers view this as a long-term trend, not just a passing phase. K-beauty has been present in the UK for over five years now. It’s a growing sector in terms of sales through various retailers.”

As consumers prioritize wellness and beauty spending, property analysts predict K-beauty brands will continue exploring areas beyond London, targeting regions where their most loyal online customers reside.

Moida is gearing up for further expansion throughout the UK, with plans to introduce its unique skincare products, including those featuring snail secretion, to Manchester this summer.