[MK News] K-Beauty Sells Every 15 Seconds in the UK... Boots Fights to Secure Korean Cosmetics

"On average, one K-beauty product is sold every 15 seconds."

This is the statement from a representative of Boots, the UK's leading retail company. Recently, Chelsey Saunders, Director of Beauty at Boots, who visited Korea, explained that last year alone, they introduced over 10 K-beauty brands such as 'Beauty of Joseon,' 'Anua,' 'Tirtir,' 'Biodance,' and 'Skin1004,' achieving significant success.

In order to strengthen its K-beauty lineup, Boots has been holding individual meetings with various K-beauty companies, and there are rumors that they have decided to strengthen their collaboration with Silicon2, a global K-beauty distribution company.

I asked Director Saunders about the status of K-beauty in the UK retail market and Boots' strategies. Here is the Q&A session.

The Director of Beauty at Boots, Chelsey Saunders (left), who recently visited Korea, held discussions with representatives from various K-beauty brands about getting their products into stores. (Source: Silicon2)

Q: Can you explain Boots to Koreans who may not be familiar with the company?

Boots is a leading health and beauty retail company in the UK, operating over 1,800 stores, ranging from local pharmacies to large outlets. 

It is the most accessible healthcare provider on UK streets and the number one beauty retailer. Boots offers a wide range of products through its own brands and innovative brand portfolios both in physical stores and online (boots.com).

Its own brand, No7, is the number one skincare brand in the UK.

Q: Boots is a subsidiary of the global company Walgreens Boots Alliance (WBA). Does this visit have a focus on the UK or EU retail market, or are there plans to expand to other regions?

The priority is to strengthen the K-beauty lineup in Boots UK. Last year, we introduced over 10 K-beauty brands such as 'Beauty of Joseon,' 'Anua,' 'Tirtir,' 'Biodance,' and 'Skin1004.' We plan to continue expanding this portfolio.

UK consumers are quickly reacting to K-beauty trends through social media (SNS), and Boots has established itself as the optimal distribution channel for introducing innovative K-beauty products to UK consumers.

It’s worth noting that Boots sells one K-beauty product every 15 seconds on average (based on Boots sales data from December 1, 2024, to February 28, 2025).

Boots UK has selected Silicon2 as a partner to introduce a variety of K-beauty brands into their stores. (Source: Silicon2)

Q: How is K-beauty perceived in the UK, especially in Boots' main market?

K-beauty has already become a cultural phenomenon in the UK, and its popularity continues to grow. Due to this overwhelming response, Boots has set up a dedicated "Korean Skincare" category on its online store.

Some physical stores have also set up exclusive K-beauty displays. Currently, K-beauty products account for over 10% of Boots' total sales in the 'Everyday Skin' category (based on sales data from January 1, 2024, to January 27, 2025).

Q: Among the numerous K-beauty brands and products, are there any particular trends or product categories that Boots is focusing on?

Sunscreens, a core product of K-beauty, are gaining attention. Especially, multi-functional sunscreens that combine whitening and soothing effects are becoming popular among UK consumers.

The best-selling K-beauty product at Boots in 2024 was the 'Beauty of Joseon Clear Rice Sunscreen.' It is light and hydrating, suitable for all skin types, but especially effective for dry skin.

In addition, ingredients commonly used in Korean skincare such as CICA, PDRN, and Probiotics are gaining attention in the UK market due to their soothing effects and ability to strengthen the skin barrier.

The recognition of unique Korean product formats, such as ampoules and toner pads, is also expected to grow as awareness spreads in the UK.

Q: What are the most important factors Boots considers when selecting K-beauty brands?

Several key factors are considered comprehensively. The most important factor is product quality, as Boots customers expect high-performance and reliable products.

Additionally, Boots prefers brands that show a strong connection with UK consumers, offer innovative formulas or product formats, and have competitiveness in global markets. 

The rapid spread of awareness and demand for K-beauty through social media is also crucial, so brands with a strong digital presence and engagement with UK consumers are highly valued. 

Long-term market growth is another consideration, and brands that actively invest in localized marketing and PR activities in the UK are highly regarded.

Q: If Boots has experience handling K-beauty products, what lessons have been learned from successful and unsuccessful cases? What do European consumers expect from K-beauty products?

The demand for the global beauty market has surged, leading to a renewed focus on K-beauty in the UK. This trend is not just a temporary fad, but a long-term movement led by consumers who are familiar with social media and closely connected.

Through platforms like TikTok, K-beauty awareness has become mainstream, and demand for new products and popular Korean brands is rapidly spreading.

Korea has consistently led the beauty industry with product innovations, trends, and the introduction of the most advanced ingredients and formulas. As of 2025, UK consumers learn about these ingredients and trends online, sharing reviews and rapidly spreading product information.

Many people are now looking for the next 'must-have' beauty products from Korea, and Boots is bringing the most notable K-beauty brands to the UK streets to meet these expectations.

K-beauty products, including Beauty of Joseon, displayed in Boots UK stores. 
(Source: Boots)

Q: From Boots' perspective, what are the strengths and weaknesses for K-beauty brands to successfully settle in the European, especially the UK, market?

The UK skincare market is growing rapidly, and consumers are increasingly knowledgeable about ingredients, efficacy, and product effects. 

This creates a significant opportunity for K-beauty brands, which are known for their innovative and results-oriented formulas. In particular, the sunscreen category is promising, as Korean brands are known for their world-class textures and technology.

However, challenges still exist. Some innovative K-beauty products, like 'reedle shot,' are still unfamiliar to UK consumers. 

Additionally, it is important to satisfy a diverse and global customer base, which requires considering different skin tones and designing formulas that account for differences between Eastern and Western skin types.

Boots' online store started operating a dedicated section for Korean products last year. (Source: Boots.com)

Q: If K-beauty products are introduced to Boots, are there any marketing or sales strategies that highlight the unique characteristics of K-beauty to differentiate it from existing Western brands?

Boots has made K-beauty a core strategic focus and operates a dedicated marketing and sales strategy team to actively support this. 

The goal is to highlight the unique characteristics of K-beauty, such as "innovation," "skin-centered philosophy," and "original product formats," through in-store promotions and digital campaigns.

Boots uses social media (SNS), its official website, and email to share K-beauty information with consumers, frequently presenting tutorials (user guides), key ingredient introductions, and trend-based storytelling content. 

In physical stores, carefully selected displays and clear signage help customers easily explore products and discover new brands.

Moreover, Boots is breaking down the boundaries between online and offline, allowing customers to see and touch the products they’ve seen online. 

A global beauty study by No7 Beauty Company in 2024 revealed that 94% of beauty consumers worldwide prefer to purchase cosmetics in-store, highlighting that the 'in-person testing and experience' remains essential for UK consumers. 

Moving forward, Boots plans to continue investing in partnerships with K-beauty brands to increase brand awareness, expand experiential opportunities, and further grow the K-beauty market in the UK.

K-beauty products, including Beauty of Joseon, displayed in Boots UK stores. 
(Source: Boots)

Q: Sustainability and ingredient regulations are important in the European market. What efforts do K-beauty brands need to make to meet these standards?

All K-beauty brands entering the UK market must comply with local cosmetic regulations, including ingredient safety and labeling standards. Sustainability is also becoming an increasingly important factor among UK consumers. 

Using eco-friendly packaging, creating gentler formulas, and ensuring sustainable sourcing and production methods are essential considerations for brands looking to reduce their environmental impact.

These efforts not only ensure regulatory compliance but also play a crucial role in building long-term trust with environmentally-conscious consumers.