Building on the success of established Korean beauty names like Beauty of Joseon, Anua, Medicube, and Laneige, Boots has added four new K-beauty brands to its range.
VT Cosmetics, Purito, Dr Althea, and Fwee are now available online and in more than 80 Boots stores across the UK, aiming to bring the latest Korean skincare innovations to British consumers.
VT Cosmetics’ signature product, Reedle Shot, employs microneedle-inspired technology to boost absorption and promote skin renewal, delivering a smoother and brighter complexion. Purito offers a clean, minimalist skincare line inspired by nature, while Dr Althea is recognized for its science-backed formulas focused on soothing, strengthening, and restoring skin.
Fwee, an emerging name in Korean makeup, is known for its playful and youthful style, with its popular “Pudding Pot” providing a soft, blurred matte finish for lips and cheeks.
Grace Vernon, Boots’ Global Head of Forecasting and Trends, said, “Korea continues to lead global beauty trends with its innovative methods and viral product launches that captivate skincare enthusiasts worldwide. The unique blend of cutting-edge technology with gentle ingredients and non-invasive solutions sets K-beauty apart.”
She added that new delivery systems mimicking microneedling and advanced ingredients like exosomes and PDRN are redefining daily skincare and making high-performance results more accessible.
Korean beauty’s rising popularity is confirmed by a recent Zalando report, which highlights K-beauty’s focus on innovative ingredients and gentle, progressive routines that prioritize long-term skin health. While matte skin is trending, “dewy skin” remains dominant, with Zalando search volumes up 311%.
At Boots, Korean beauty products sell out approximately every 15 seconds, underscoring the category’s strong demand.
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