Swiss skincare brand expands UK presence with Harrods

Swiss skincare brand LOYA has secured its second retail partnership, with a launch at Harrods scheduled for 1 April, marking a further step in its expansion strategy.

The move reinforces LOYA’s positioning within the premium skincare segment and reflects its continued growth in the UK market.

The brand will be available both in-store and online, introducing its science-led, Swiss-formulated skincare to a wider audience following its earlier partnership with John Bell & Croyden.

The curated range features formulations powered by LOYA’s patented Microbloom transdermal delivery system, alongside its HappyFeelBoost technology, which is designed to support emotional balance through sensory stimulation. Together, these technologies aim to combine skincare efficacy with a more holistic, ritual-based user experience.

Key products in the range include the Silky Soft Plumping Cream and SuperReverse Serum, both positioned as hydration-focused and age-targeting formulations.

The launch aligns with broader consumer trends in the UK, where demand for multifunctional beauty and wellness products is increasing.

Recent data indicates that nearly half of UK adults have used hybrid beauty-wellness products in the past year, while interest in multi-benefit skincare continues to grow.

At the same time, advancements in formulation and delivery technologies are shaping the category, with consumers increasingly seeking science-backed solutions.

Lisa Franchi, General Manager at LOYA, said: "Introducing LOYA at Harrods symbolises a natural and exciting milestone. As a global destination recognised for its luxury, innovation, and exceptional experiences, Harrods provides the ideal setting for LOYA's modern approach to longevity-focused skincare.

"We unite science-driven efficacy with uplifting, sensorial rituals, creating products designed to nurture both skin health and emotional wellbeing, aligning with the luxurious, innovative, and transformative philosophy and experiences that define Harrods."

Following its UK market entry in May 2025, the Harrods partnership represents a continued expansion of LOYA’s retail presence, with further product launches expected later this season.