Korean beauty products, also known as K-beauty, are becoming increasingly popular on UK high streets due to the influence of social media platforms like TikTok and Instagram. Retailers are capitalizing on this trend by opening physical stores and launching brands, encouraging consumers to try products that have gained popularity online.
British shoppers now have the opportunity to experience these products firsthand and assess their supposed benefits. K-beauty is known for its unique ingredients, such as snail slime and salmon sperm, which attract consumers seeking innovative products.
The trend of K-beauty aligns with South Korea’s growing cultural prominence, where food, film, TV, and K-pop have become big businesses. K-beauty benefits from its reputation for using natural substances in products and having strict labeling rules.
Social media plays a significant role in K-beauty’s popularity in the UK. Many consumers, especially younger generations, are influenced by beauty and grooming products they see on platforms like TikTok.
K-beauty products are generally more affordable compared to established premium brands, making them accessible to consumers who want to experiment with new ingredients. Retailers like Superdrug and Boots are now offering these products to their customers.
Several Korean beauty retailers have opened stores in the UK, with plans for further expansion. For example, Moida, a Korean retailer known for its unique skincare products, has already opened its first store in the UK and intends to open more locations.
Overall, the growth of K-beauty on UK high streets reflects the increasing interest in Korean culture and the influence of social media on beauty trends.
Source: https://www.theguardian.com/business/2025/may/08/snail-slime-salmon-sperm-k-beauty-boom-hits-uk-high-streets
