"At Boots, K-beauty products sell one unit every seven seconds."
Grace Vernon, head of Boots Ignite, recently explained the growth of K-beauty in the UK in an interview with MoneyToday. Boots' K-beauty product lineup, which initially centered on a small number of skincare brands, has expanded to over 40 brands and is sold in more than 900 stores.
With over 1,800 stores across the UK, Boots has established itself as a major distribution channel for K-beauty. Ignite is the brand accelerator program of Boots, a leading UK drugstore chain. Brands that achieve success through Ignite can be included in Boots' regular product lineup.
Boots Ignite focuses on discovering emerging K-beauty brands and helping them settle into the local market. Vernon said, "Placing products on store shelves is just the beginning. We are looking for brands ready to actively collaborate with Boots to build their position in the UK market and raise awareness and acquire customers."
Boots' product specialists also shower praise on K-beauty. Chelsey Saunders, head of Boots skincare, haircare, and color cosmetics, said, "Korea has built a reputation for being proactive in research and development (R&D), possessing sophisticated skincare technology, and the ability to realize products that are easy to use and accessible." She added, "It is an attractive category because it continuously supplies new products, ingredients, and formulations to the market."
A consumption trend where consumers encounter products online and verify them in offline stores is one that Boots is paying attention to. For example, a consumer who comes across Korean sunscreen or toner pads on TikTok checks reviews before visiting a store to confirm the formulation and user experience. According to Boots, the role of the distributor is to connect interest generated online with store visits and purchases.
Beauty of Joseon is an example where Boots' K-beauty strategy translated into sales results. Beauty of Joseon is currently the best-selling K-beauty brand at Boots. Its representative product, "Relief Sun: Rice + Probiotics SPF50," recorded the number one spot in K-beauty product sales at Boots for two consecutive years in 2024 and 2025.
Saunders said, "Beauty of Joseon has built global recognition by combining traditional Korean elements with modern ingredient formulations to meet skincare needs." She added, "Its light and moisturizing feel fit well into the daily sun protection routine of UK consumers."
Boots expects the scope of K-beauty to expand from skincare to color cosmetics, haircare, and perfume. Pharmacy-based cosmetics and inner beauty are also cited as fields with growth potential. The entry of K-beauty distribution channels such as Sephora and CJ Olive Young into the UK market is also planned.
Saunders said, "As investment in K-beauty increases, category awareness will rise, and more consumers will discover products." Vernon also said, "Boots Ignite will continue to play a key role in discovering new global brands and bringing them into stores. We will look for brands to expand into the regular product lineup by testing products in dedicated spaces and observing customer reactions."
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