Superdrug isn’t only expanding size-wise but product-wise too. The major health & beauty retailer is the location for the UK launch of viral K-Beauty-inspired skincare brand Smuuti Skin.
And Superdrug’s reasoning for the tie-up? “K-beauty continues to dominate the global skincare scene, with a market expected to reach $18 billion by 2029, fuelled by demand for innovative ingredients, dewy glass skin trends, and multi-step routines. The UK is no exception, with a rising number of Gen Z and millennial consumers seeking out gentle, effective skincare that feels good and looks good on the shelf”.
The 12-year-old Smuuti Skin brand is “known for its smoothie-like skincare, combining effective, gentle formulas with fun, fruity ingredients”.
Oh, and it’s “sold more than 1.5 million products in the Nordics thus far”, it added.
The UK marks the brand’s “biggest market opening so far” joining Superdrug’s ‘Beauty Playground’ which launched earlier this month.
The product portfolio available at Superdrug includes the hydrating Watermelon Dew range with watermelon extract and hyaluronic acid The range includes Watermelon Sorbet Balm, Dew Toner Mist, Dew Serum, Jelly Cream, and Lip Mask.
