The Interview: How Belif is shaping its success in UK amid K-beauty's global rise

K-beauty has continued to dominate the global skincare scene in 2025 and shows no signs of slowing. Among the brands making waves is Belif, which launched in the UK this year, introducing its cult-favourite products to British beauty enthusiasts.

A skincare staple across Asia for decades, the viral brand is available in over 37 countries worldwide and, after thriving in the US and other Western markets, is now making its mark in the UK through Boots, Harrods, Skin Cupid, Beauty Bay, and more.

In this interview with TheIndustry.beauty, Steven Jeong, UK Managing Director of Belif owner LG H&H, shares insights on the brand’s journey, what fuels its innovation, and its performance in the UK market. He also discusses how Belif balances global brand consistency with adapting to local preferences - and much more.

What inspired the creation of Belif and how does the brand’s origin continue to shape its vision today?

Belif has upheld the philosophy of transparent beauty for 15 years, dedicated to the truth in skincare. The name Belif originates from the word "believe", sharing the same pronunciation. The word Belif conveys our infinite trust to customers regarding quality ingredients and science-forward formulations. With a focus on hydration that enhances the addressing of every skin concern, Belif continues its journey to provide your skin with the utmost care and efficacy.

Belif is rooted in herbal remedies - how do you strike a balance between traditional herbal knowledge and modern skincare science?

With advanced Korean skincare science, Belif has transformed this legacy into unique, modern products designed for proven results. Our R&D centre in Korea continuously researches innovative hydration delivery technologies to ensure each formula provides clinically proven moisture benefits while staying true to our skin-friendly ingredients.

In a saturated K-beauty market, how does Belif differentiate itself from other Korean skincare brands?

We differentiate ourselves from other K-beauty brands in the following ways:

Creative hydra-formula (“Chok-Chok” skin) - Unlike many K-beauty brands that rely on ODM companies, Belif has its own R&D centre dedicated to advanced hydration technology. Our research team has published 25 papers, including barrier-related studies, and holds 408 patents across moisturising and hydration innovations. As K-beauty is renowned for skin that is dewy, supple and plump, Belif is uniquely positioned to deliver the ultimate “Chok-Chok” [a Korean phrase that is often used to describe dewy, plump and moisturised skin] effect.

Proven safety - Belif ensures complete reliability through rigorous ingredient verification, the exclusion of harmful substances, professional testing and clinically validated efficacy. Even our product design communicates ingredient details and benefits with full transparency.

Joy of life - Our brand experience is designed to make skincare feel more enjoyable and effortless. From the first use, our products aim to enhance your everyday routine.

Can you walk us through Belif’s product range and how it has evolved recently?

Through expertly crafted formulas, Belif showcases the power of hydration with a wide range of products suitable for people of all ages, skin types, concerns, and lifestyles. Our core strengths lie in delivering intensely moisturising and long-lasting hydration, which is best represented by our best-selling moisturisers, Aqua Bomb and Moisturising Bomb.

We also offer products for every need, from intensive overnight care (Super Knights Sleeping Mask) on your dressing table to on-the-go essentials (Suncare, Lipcerin) that can be applied throughout your busy day for a little self-care moment. Key areas include:

• Hydration solutions (Aqua Bomb, Moisturizing Bomb) providing intensive moisturising and long-lasting hydration.
• Total anti-ageing solutions targeting signs of ageing (Youth Creator series).
• Targeted treatments addressing specific concerns, such as brightening and skin barrier enhancement (Super Drop serums).
• Hydrating essentials, including sunscreen, eye gel and lip care products.

What drives innovation within your product development team - consumer demand, trend forecasting, or something else?

There are three key factors that guide our product development: consumer behaviour and feedback through reviews, trend forecasting, and our innovative skin hydration technology. The Belif marketing team and researchers continually challenge themselves to address skin changes and transform them into positive life changes.

How has the rise of K-beauty globally impacted your marketing and branding approach?

It has presented a significant opportunity. We have accelerated our global product launches, expanding beyond Asia to key markets worldwide, particularly in North America and Europe.

You’ve recently entered the UK market - can you tell us about this? Why was it finally time to launch in this market?

Belif entered the UK at a time when K-beauty is enjoying rapid growth. Research from Mintel and CEW UK shows strong interest among younger consumers, many of whom discover products through social media and are embracing Korean skincare routines. With an established presence in the US and EU, expanding into the UK was a natural next step. This launch allows us to introduce our hydrating, clinically focused Korean skincare philosophy to a market that is increasingly receptive to the innovation and ritual of K-beauty.

We have launched our bestselling items first, and the product range will gradually expand in the UK market. We have a lot of exciting things lined up!

How has the UK launch been received so far?

The response in the UK has been extremely positive. Consumers have shown strong interest in Belif’s clinically proven approach to hydration. Hero products such as The True Cream - Aqua Bomb, Moisturising Bomb, and Aqua Bomb Eye Gel have quickly become favourites, particularly among those seeking lightweight yet deeply hydrating formulations suited to the UK climate. Online engagement has also been encouraging, with users responding well to Belif’s refreshing tone of voice and honest, results-driven storytelling.

How does Belif maintain brand consistency globally while adapting to local market preferences?

At Belif, consistency starts with our core brand pillars: authenticity, hydration expertise and clinical efficacy. These principles remain constant across all markets. At the same time, we adapt our communication and product focus to reflect local beauty habits and needs. For instance, in some regions, hydration is prioritised through lightweight, water-based textures, while in others it centres on layering and barrier care. We work closely with our regional teams to ensure our messaging, product range, and storytelling are locally relevant, while staying true to Belif’s identity.

In particular, how do you approach targeting UK consumers, and how does this differ from strategies used in other key markets like Asia or US?

UK consumers tend to value simplicity, credibility, and proven results; they prefer brands that show rather than tell. Our UK strategy focuses on education, transparency and content that highlights real results and product textures. We work with skincare enthusiasts and content creators who can authentically convey Belif’s story and efficacy. By contrast, our approach in Asia emphasises skincare rituals and the emotional aspects of self-care, while in the US, storytelling often highlights clean beauty credentials and innovation. Each market strategy is tailored to what resonates.

What are your ambitions in the UK market and/or generally?

Our ambition in the UK is for Belif to become the go-to skincare brand, trusted for its advanced Korean formulas and clinically backed hydration. We aim to expand our presence across a wider range of retailers, making it easy for customers to discover and purchase Belif wherever they shop. Currently, our products are available at H Beauty, Boots, Skin Cupid, Glamtouch, and Beauty Bay, and we plan to continue growing our footprint to make Belif even more accessible to UK consumers.