COSRX becomes British Beauty Council’s first K-beauty patron

COSRX has become the British Beauty Council’s first K-beauty patron, extending the Korean skincare brand’s investment in the UK market.

The partnership will see COSRX work with the council on skincare education, evidence-led practices and advocacy. It will also support the organisation’s UV Safety Coalition, which promotes sun protection awareness and coordinated action on UV-related harm.

COSRX, a science-led skincare brand founded more than a decade ago, is already available through Boots, Superdrug, Cult Beauty and Selfridges, as well as several major online retailers. Its patronage signals a commitment to the market as K-beauty moves further into mainstream distribution and physical retail.

Millie Kendall OBE, Chief Executive Officer of the British Beauty Council, said: “We're delighted to welcome COSRX as the British Beauty Council's first K-Beauty patron.

“Korean beauty continues to shape the global industry, and COSRX brings valuable expertise to our community. This partnership reflects the increasingly global nature of beauty, and we look forward to what we can achieve together.”

K-beauty’s UK growth has been supported by social commerce, ingredient-led product education and accessible pricing. Mintel data cited by The Guardian found that 21% of Gen Z consumers aged 13 to 28 used K-beauty products, compared with 8% of consumers overall.

TikTok Shop UK reported 60% year-on-year growth in beauty sales during 2025, identifying K-beauty as a main driver. Searches for Korean skincare rose by 125% in the second half of that year, while K-beauty baskets were almost 35% more valuable than the platform’s average skincare basket.

Retailers are responding with wider ranges and new locations. Anua recently took its PDRN pop-up tour to Selfridges, while Korean skincare retailer Skin Cupid has expanded through a partnership with John Lewis.

Superdrug has also extended its International Beauty format to 64 UK stores. Plus, London-based K-beauty brand Thim has launched its full skincare range at Harrods Pharmacy, securing its first major UK department-store listing.