Superdrug doubles down on K-beauty as demand soars

Superdrug has expanded its K-beauty offering across both stores and online, responding to growing demand for globally trending brands.

First introduced in October 2025, the K-beauty range has steadily grown in popularity, with a curated selection now stocked in 400 stores nationwide.

Although K-beauty remains the focus in-store, Superdrug’s online platform is also providing access to a broader mix of brands and trends from global markets.

It comes as interest in Korean beauty has increased significantly in Western markets in recent years, with demand expected to remain strong throughout 2026.

Superdrug reports that its online marketplace has enabled a substantial expansion of its K-beauty range, particularly in products centred on specific ingredients.

Products featuring PDRN have shown notable growth, rising 167% year-on-year in March, with Reju-All performing strongly over the past six months.

Other K-beauty brands, including Equalberry and Seapuri, are also seeing solid performance, reflecting broader consumer interest in globally popular skincare brands and formulations.

Beyond Korea, Superdrug highlights Poland and India as emerging growth markets within its International Beauty category.

Polish brands such as Tołpa and Ziaja are contributing to the retailer’s European skincare offering, while India’s Minimalist is gaining traction with shoppers drawn to ingredient-focused and efficacy-led products.

The retailer has also observed increased interest in Middle Eastern fragrances, particularly those featuring oud, which are associated with rich, long-lasting scent profiles.

Megan Potter, Trading Director at Superdrug, said: "Since launching K-beauty in October 2025, we’ve seen strong appetite for ingredient-led skincare, innovative formulations and globally trending brands.

"Expanding our in-store K-beauty range to 400 stores allows us to bring even more of this innovation to shoppers nationwide, while our growing international beauty offer online makes it easier to discover sought-after brands and trends from around the world."