Everything from Sephora to Boots and Space NK: The 'K-Beauty Zone' that has taken over the UK

"Why are you filming? Competition with other channels is too intense these days."

When I took photos at a beauty store in London, UK, on the 10th of last month (local time), an employee rushed over and first asked about the purpose of the shooting. Upon explaining that I was accompanying a brand official, I received the response, "Then it is fine." The atmosphere of the UK beauty distribution market, where each store is on edge regarding the brands they carry and the products they display, could be felt.

London beauty stores had one thing in common: a 'K-Beauty Zone' gathering Korean cosmetics. While the nature of the stores varied from premium beauty concept stores to drugstores and global cosmetics specialty shops, all introduced Korean cosmetics in a separate section. This means K-beauty has become a product category that local distributors are paying attention to.

Lee Jun-sik, head of Amorepacific's Europe Regional Headquarters (RHQ), said, "K-beauty is establishing itself as a separate beauty category beyond some popular products or temporary trends," adding, "It is gradually expanding not only through product buzz but also through technological strength, efficacy, and the unique stories and experiences of the brands."

At Space NK near Oxford Circus in London, visited on the 11th of last month (local time), Laneige could be seen occupying the center of the store. Space NK is a concept store handling premium beauty brands. Laneige was also included in the store's Christmas advent calendar. An advent calendar is a product where one opens a small gift or product each day by date until Christmas. This signifies that Laneige has made the list of major beauty brands.

Aestura, Amorepacific's derma skincare brand that recently entered the market, was placed in the derma skincare section. Laneige, which emphasizes moisturizing, and Aestura, which specializes in skin barrier management, awaited consumers with different product lines. Brands from the same company showed different display strategies depending on product characteristics and demand. Boots at Battersea Power Station and Sephora's UK store at White City Westfield also had dedicated K-beauty zones. Boots is a drugstore handling everything from cosmetics to household items, while Sephora is a cosmetics specialty store where global brands can be compared and purchased. All three locations, which have different customer bases and operating methods, introduced K-beauty separately.

The background for Amorepacific choosing the UK as a hub for European expansion also lies in this distribution environment. The head of the headquarters said, "The UK is a market with high receptivity to global beauty trends where major global and local distributors are actively conducting business," adding, "Diverse online and offline distribution channels have been established, providing consumers with abundant opportunities to encounter new brands and products."

In the UK, Amorepacific utilizes offline distribution networks such as Space NK, Boots, Sephora, Selfridges, and John Lewis. Online, it has expanded touchpoints through Lookfantastic, ASOS, and Amazon. The head of the headquarters noted, "Trends are emerging where online and offline channels are utilized organically, such as checking product information and consumer reviews online before experiencing them in offline stores, or repurchasing products experienced in stores online."

The European business is on a growth trajectory. Amorepacific's Europe, Middle East, and Africa (EMEA) sales increased from 51.8 billion won in 2023 to 170.3 billion won in 2024, and 241 billion won in 2025. The EMEA share of total sales rose from 3.7% to 5.7% over the same period. The plan is to build awareness and distribution experience in the UK before expanding to other countries, formulating strategies tailored to country-specific demand and distribution environments.

Strengths vary by brand. Laneige emphasizes moisturizing care and product experience, COSRX focuses on ingredient- and efficacy-centered skincare, and Aestura highlights skin barrier management. Sulwhasoo targets the luxury market with ginseng research and Korean aesthetics. Marketing links online and offline. It pursues digital marketing and joint marketing with distributors in parallel, while allowing consumers to try products directly through pop-ups and in-store experiences.

The head of the headquarters stated, "Amorepacific's greatest competitive advantage is product competitiveness based on research and development capabilities and manufacturing technology accumulated over 80 years, along with a brand portfolio equipped with distinct identities and expertise," adding, "We will strengthen 'Holistic Longevity' research pursuing healthy beauty, as well as AI-based skin analysis and customized services."