Superdrug launches K-Beauty cosmetics in 60+ stores and online
Superdrug is expanding its K-beauty offering into cosmetics, making the range available in over 60 stores and online.
Brands included in the category extension are Etude, Banila, Missha, Rom&nd and Fwee. It also includes a refreshed Pureseoul edit, adding base, blush and lip formulas alongside new cushion, tint and balm launches to the brand’s existing skincare range.
Subscribe to TRBThe move forms part of Superdrug’s wider Beauty Playground approach, which aims to give customers a more hands-on, “energetic” way to discover beauty trends.
Superdrug said its research suggests K-beauty cosmetics still have significant room to grow on the UK high street. While 68% of customers surveyed said they associated South Korea with facial skincare, 43% made the same connection with cosmetics, rising to 56% among 18 to 24-year-olds.
Megan Potter, trading director at Superdrug, said: “K-beauty make-up has exploded across social feeds, but a viral tint or cushion foundation only tells you so much – shoppers want to swatch, blend and see a shade against their own skin before they commit.
“We’re bringing those buzzed-about formats and formulas off the screen and onto the high street, where customers can actually get hands-on and have fun experimenting.”
With the full range shoppable online, Superdrug is making the K-beauty cosmetics edit available in selected stores, including Westfield White City, Trafford and Bristol Cribbs Causeway, with plans to roll it out to further stores later this year.
