Boots launches K-Wellness range with exclusive Korean brands
Boots has launched a dedicated K-Wellness offering as it looks to Korean wellness innovation to customers.
The move builds on the success of K-Beauty at the retailer, where Korean beauty sales have delivered triple-digit year-on-year growth, with one K-Skincare product selling every seven seconds. On boots.com, active shoppers in the category are up more than 20% year-on-year.
Subscribe to TRBBoots said the launch reflects the growing influence of Korean innovation on beauty and wellness routines. Searches for “wellness” on boots.com have risen by more than 200% over the past 12 months, which it said shows growing demand for a blended beauty and wellbeing approach.
The retailer will exclusively introduce three trending Korean wellness brands, RIN, PrePear and Seoul Tonic, online and in more than 50 stores. They will be joined by BB LAB, an established brand in Korea, which will be available on boots.com and in 200 stores this November.
The launch will also include three Boots-sourced ranges: Seoul Bloom, Yongsan Wellbeing and HABI. The retailer said the brands were created in collaboration with Korean experts and draw on the country’s heritage and expertise in wellness innovation.
Joe Thorley-Mitchell, director of Boots brand, said: “Launching into the K-Wellness space represents a bold new era of wellness, both for Boots and the wider industry.
“Whilst the pace of innovation continues to accelerate, we’re doing the same – tapping into what we do best by bringing the latest trends straight from Seoul, at surprisingly affordable price points.
“From chia fibre jellies to collagen cool melts and popping vitamins, we’re bringing some of Korea’s most exciting products to Boots.
“With dedicated Wellness Zones in over 30 stores and more than 500 Health and Wellness Specialists across the UK, we’re making it easier for customers to discover the latest trends with expert support they can trust.”
Underpinning Boots’ approach to K-Wellness is Boots Ignite, an accelerator programme designed to identify, launch and scale evolving brands. By connecting emerging brands with retail reach, Ignite responds to evolving consumer interest and brings new brands to market in weeks rather than months.
Grace Vernon, director of international retail partnerships, Boots Ignite & trends, said: “Social media is accelerating cultural trends, with Korea leading the way in beauty and wellness innovation.
“At Boots, we’re looking beyond social media popularity to identify brands that bring meaningful innovation and reflect the growing connection between beauty and holistic wellbeing.
“K-Beauty has demonstrated how Korean innovation can influence everyday routines in the UK, and we see K-Wellness as the next chapter in that story. Our focus is on identifying what’s coming next and making these emerging innovations more accessible to our customers.”
