Superdrug expands international beauty offering with K-Beauty and Indian beauty brands

Superdrug has expanded its International Beauty offering to 64 stores across the UK, introducing a wider selection of K-Beauty, Indian beauty and international haircare brands as demand for global beauty trends continues to grow. 

The expansion brings new brands including Indian skincare label Minimalist, alongside Korean beauty names such as Dr Ceuracle, I’m From, Genabelle, Aromatica, Dr Reju All and MISSHA. The retailer has also expanded its existing K-Beauty offering with new launches from brands including Etude, Banila, Rom&nd and Fwee.

The move builds on Superdrug’s 2025 launch of its Korean Beauty offering and partnership with K-Beauty specialist PURESEOUL, strengthening its position as a high-street destination for shoppers looking to discover international beauty trends.

Alongside skincare and cosmetics, the retailer is also expanding its international haircare category, bringing Japanese haircare brand &honey to all 64 stores.

The expansion forms part of Superdrug’s wider “Beauty Playground” approach, designed to make beauty discovery more interactive and accessible for shoppers. As K-Beauty continues to gain traction through social media, the retailer said it aims to help customers move from trend discovery to confident purchasing through an easier in-store experience.

Megan Potter, Trading Director at Superdrug, said: “International Beauty is one of the most exciting spaces in beauty right now, but we know shoppers want more than just trend awareness. They want to touch, test, understand and find the products that work for them.”

The growth of Superdrug’s international beauty offer comes as consumers continue to seek out ingredient-led skincare routines and emerging global beauty movements. However, the retailer noted that categories such as K-Beauty can still feel complex for shoppers navigating unfamiliar ingredients, formats and multi-step routines.

By expanding its physical retail presence alongside its online marketplace, Superdrug aims to make international beauty more accessible allowing customers to discover products in-store while continuing to offer a broader selection online.

The expanded range is now available across selected Superdrug stores, including Westfield White City, Manchester Trafford Centre and Glasgow Fort, with plans for further rollout later this year.

Superdrug's latest financial results mark the fifth consecutive year of financial growth for the health and beauty retailer. It reported a 5.2% increase in sales for fiscal year 2025, with profit before tax rising 5.3% to £144.1 million.

The company said growth came across both its stores and online channels despite subdued high street footfall and continued pressure on household budgets. Superdrug credited its own-brand proposition, competitive pricing and promotional activity with keeping customers spending.

On the back of these positive results, Superdrug's owner AS Watson has been reportedly weighing a delay to its planned £1.5 billion stock market listing in London and Hong Kong until 2027 as it faces possible regulatory complications in Asia.

The group, based in Hong Kong and part of CK Hutchison Holdings, had been preparing for a flotation in autumn 2026. The transaction was expected to value AS Watson at approximately £22.5 billion.