Superdrug’s busy on two fronts with the UK health & beauty giant launching 400 K-Beauty products in-store and online while also announcing a national store recruitment drive “to prepare for the busy festive season”.

First, the Korean connection, a move that “marks a major milestone” for the retailer as it partners exclusively with major beauty brand Pureseoul. That means its “much-coveted” brands Torriden, Celimax and Amuse will be accessible across the UK high-street for the first time.

The launch also represents Superdrug’s “first major step into International Beauty, a new concept that will showcase the world’s most exciting beauty brands side by side in 130 stores nationwide”.

The expansive range, which will include exclusive products from TIRTIR, FWEE and Frudia as well as major names such as Medicube, Biodance and SKIN1004, is initially launching through 30 destinations, including Westfield White City, Manchester Trafford Centre and Glasgow Fort. It will then be rolled out to a further 100 stores in January. However, the full range is shoppable from today on Superdrug.com, it noted. 

The retailer said the launch comes as “Korean Beauty is projected to nearly double in the UK, from £439 million in 2023 to £855 million in 2032”. 

It added: “The strong UK market growth reflects the global trend, as Gen Z and Millennial consumers increasingly seek out Korean Beauty products for their effective formulations, innovative ingredients, multi-step routines, and the coveted ‘glass skin’ aesthetic”. 

Gracie Tullio, co-founder of PureSeoul, said: “Superdrug’s young, beauty-savvy shoppers have been eager to discover our exclusive brands, and we can’t wait for them to experience our edit in such a large-scale, accessible retail environment.” 

Meanwhile, Superdrug also announced it’s seeking an additional 1,000 sales assistants to support its stores over the festive period, “ahead of increased footfall during Black Friday, Cyber Monday and Christmas”.  

The retailer said: “This year is set to be Superdrug’s biggest festive season to date, fuelled by ongoing investment in its in-store experience”.

It comes after delivering “strong Christmas trading in 2024”, with last December’s sales up 5.1% year-on-year and market share “increasing across the festive period”.