Beauty of Joseon Enters 1,263 Boots Stores in UK, Largest K-Beauty Presence
Expanded its store network since entering Boots in June 2024
Dedicated displays in 100 stores
Ranked fifth among all skincare brands in April
Targeting the local market with sun care products
Goodai Global's traditional Korean skincare brand Beauty of Joseon is expanding its presence at Boots, the UK's largest health and beauty chain. The brand has increased its store count to 1,263 and is making headway in sales competition with local skincare brands, as it steps up its push into Europe's brick-and-mortar market.
Beauty of Joseon said on October 23 that it was available at 1,263 Boots stores as of October. Since entering the chain in June 2024, it has rapidly expanded its store count and now has more locations at Boots than any other K-beauty brand. Dedicated Beauty of Joseon displays are also in operation at 100 of those stores.
The brand has also performed well in sales rankings. In April, it opened the first-ever standalone pop-up store by a K-beauty brand in front of a Boots store at the Westfield Stratford shopping mall in London. During the event, Beauty of Joseon ranked fifth in sales among about 200 skincare brands at Boots. It ranked first among about 20 K-beauty brands and second in the everyday skincare category. This indicates that local consumers are comparing and buying its products alongside other global brands, beyond the K-beauty category.
The popularity of its sun care products is cited as a factor behind its growth. In the UK, more consumers are using sunscreen as a daily skincare product rather than only during the summer. The company said that products such as Beauty of Joseon's signature Relief Sun: Rice + Probiotics have tapped into this demand and expanded sales in the local market.
Building on this success, Beauty of Joseon plans to further expand its offline distribution network in Europe.
Hot Picks Today
Tearful Oh Sehoon Acquitted on Appeal: "Thanks to Those Who Believed in My Innocence" (Update)
- "The Transfer Failed, but 'Ding-Dong,' Money Came In"... KRW 32.5 Billion Financial Incident at Toss Bank
- "People with money have already moved," they say... 1,700-ton underground vault full as the wealthy flock to this country
- "Matcha Has Run Out": Why Japan Can't Celebrate Its Global Popularity
- 'Hangover Legend' Returns After 11 Years... Lee Sunmin Hyung's 'Captain Q' Sells Out
A Beauty of Joseon representative said, "Our presence in about 1,300 stores and the expansion of dedicated displays mean that Beauty of Joseon is becoming part of European consumers' everyday lives. Building on our success in the UK, we will expand our distribution network across Europe."
© The Asia Business Daily. All rights reserved. Unauthorized AI training and use prohibited.
