Smuuti Skin enters UK market with Superdrug
K beauty-inspired skincare brand Smuuti Skin has landed in the UK, launching at Superdrug.
The exclusive UK launch marks a significant milestone in the brand's ongoing expansion, representing its largest market entry to date.
It debuts at the British health and beauty retailer with its hydrating Watermelon Dew collection, including a Watermelon Sorbet Balm, Dew Toner Mist, Dew Serum, Jelly Cream, and Lip Mask.
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Founded in 2023, Smuuti Skin is a Finnish skincare brand with a Korean beauty approach, known for its smoothie-inspired products that combine "effective, gentle formulas with fun, fruity ingredients".
Designed with Gen Z in mind, the brand has quickly built a global following and now retails across more than 1,000 stores across the Nordics and Baltics through 20+ retailers. To date, it has sold over 1.5 million products in the region.
Jenni Ahokas, CEO of Smuuti Skin, said: "When we launched Smuuti Skin in 2023, we were overwhelmed by the immediate demand, selling out in just two days. Our goal has always been to make high-quality, effective skincare accessible and fun.
"We are thrilled to be partnering with Superdrug to bring our fresh approach to skincare to the UK, and to be expanding the K-beauty experience in an inclusive, affordable way."
It comes as K-beauty continues to dominate the global skincare industry, with the market expected to reach $18 billion USD by 2029, fuelled by growing demand for innovative ingredients, dewy "glass skin" trends, and multi-step routines.
The UK is no exception to the trend, as Gen Z and millennial consumers continue to seek skincare that's gentle, effective, and looks good on the shelf.
At rival retailer Boots, data previously revealed that one Korean beauty product is being snapped up nearly every 15 seconds at the high street chain.
