Business · Companies · 1 hr ago
Beauty of Joseon expands to 1,263 Boots stores in the UK
South Korean beauty brand Beauty of Joseon has expanded to 1,263 Boots stores across the UK.
Boots is the country’s largest health and beauty chain, and the brand entered its stores in June 2024.
It now has the largest store presence among K-beauty brands at Boots, with dedicated displays in 100 locations.
In April, during a pop-up event at Westfield, Beauty of Joseon ranked fifth among 200 skincare brands sold at Boots and first among 20 K-beauty brands.
The company said its products, including its rice sunscreen, have appealed to UK shoppers as demand for sun protection grows.
Beauty of Joseon plans to expand its physical retail network across Europe, building on its UK performance.
Beauty of Joseon will expand its presence in Boots stores in the UK to 1,263 locations.
The brand said it has grown rapidly since joining Boots in June 2024.
It has a dedicated display in 100 of the stores.
In April, it ranked fifth among 200 skincare brands at Boots and first among 20 K-beauty brands.
The company credited demand for sun protection products and sales of items including its Relief Sun sunscreen for its performance in the UK.
- Who
- Beauty of Joseon, a beauty brand owned by Goodai Global.
- What
- It is expanding its Boots presence in the UK to 1,263 stores.
- When
- The company announced the expansion on October 23, 2026.
- Where
- Boots stores across the UK.
- Why
- The company said its products, including Relief Sun sunscreen, are attracting local consumers amid rising demand for sun protection products.
This story does not have two clearly opposing sides.
Beauty of Joseon joined Boots.
The brand ranked fifth among Boots’ 200 skincare brands and first among its 20 K-beauty brands.
Beauty of Joseon announced it would expand to 1,263 Boots stores in the UK.
- Boots stores
- 1,263
- Dedicated displays
- 100 stores
- Joined Boots
- June 2024
- April ranking
- Fifth among 200 skincare brands; first among 20 K-beauty brands
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Building on our achievements in the UK, we will expand our offline distribution network across Europe and lead the global popularisation of K-beauty.