K-beauty brand Belif enters UK market

Korean skincare brand Belif has launched into the UK market, bringing its cult-favourite Aqua Bomb collection to British beauty lovers for the first time.

The bestselling range has landed at UK retailers including Skin Cupid, Glam Touch, Beauty Bay, and Amazon.

Founded in 2010, Belif combines centuries-old herbal apothecary traditions with cutting-edge Korean skincare science, harnessing the power of natural herbs and plant extracts to create high-performance formulations.

A skincare staple across Asia for decades, the K-beauty brand has already made its mark in 37 countries worldwide - and after receiving a positive response in the US and wider Western market, it is now launching in the UK.

"We’re so excited to finally be bringing Belif to the UK. Our goal with the UK launch is to offer skincare that’s effective, trustworthy, and genuinely enjoyable to use," Belif owner LGH&H UK told TheIndustry.beauty.

"UK beauty consumers are knowledgeable, ingredients-savvy, and values transparency and innovation - qualities that align perfectly with everything Belif represents."

The brand's UK launch will be supported by a dynamic marketing campaign, featuring out-of-home advertising, an immersive summer pop-up, and more to follow.

It will also connect with local consumers through education, storytelling, and sampling, with a strong focus on the hero products like The True Cream - Aqua Bomb.

"This is just the beginning. We have some exciting launches and activations planned for the UK market, including exclusive initiatives tailored just for this audience. While we can’t reveal too much yet, we promise there’s a lot to look forward to," the LGH&H UK team added.