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Tag: beauty of joseon

  • Beauty of Joseon Expands to 1,263 Boots Stores in Britain

    Beauty of Joseon Expands to 1,263 Boots Stores in Britain

    Beauty of Joseon has expanded to 1,263 Boots stores across Britain, marking one of the largest retail footprints for a Korean beauty brand in Europe.

    Owned by Goodai Global, the label secured dedicated brand displays in 100 Boots locations, giving it the largest such presence among Korean beauty competitors at the chain.

    Scaling Shelf Space in High Street Retail

    Goodai Global first entered Boots in June 2024 before building distribution across the British retailer’s national network. Securing 1,263 locations solidifies a major physical footprint as consumer demand shifts beyond online channels into high-street stores.

    The expansion allows the brand to rank consistently among Boots’ top-selling Korean beauty labels, competing directly against established international brands for physical retail shelf space.

    Rankings and Category Demand

    The company attributed its sales momentum to changing British skin care habits, including growing acceptance of sunscreen as an everyday product rather than a summer-only purchase. Its Relief Sun: Rice sunscreen benefited from shoppers seeking sun protection that wears comfortably under makeup.

    In April, the company held the first solo pop-up by a Korean beauty brand at Boots, setting up shop inside the retailer’s store at Westfield Stratford in London. During that month, the brand ranked fifth among about 200 skin care brands sold at Boots and first among roughly 20 Korean beauty labels.

    Company data also showed it took second place in Boots’ Everyday Skin category, outperforming legacy international brands in daily skin care rankings.

    European Rollout Strategy

    Known for combining traditional ingredients with modern skin care, the Korean beauty brand has turned its physical presence at Boots into a major European anchor.

    Managing stock turnover across more than a thousand storefronts allows the company to reach shoppers who buy their daily skin care in physical pharmacies rather than through cross-border internet orders.

    “Expanding to nearly 1,300 stores and increasing dedicated displays means Beauty of Joseon has become part of European consumers’ everyday lives,” a company representative said.

    Next Moves for Western Distribution

    Following the nationwide rollout announced on Friday, Goodai Global aims to broaden the international reach of K-beauty across physical retail networks.

    The brand plans to use its British retail performance as a springboard to expand its physical distribution network across Europe.

  • South Korea Seizes $3.26 Million in Counterfeit K-Beauty Goods

    South Korea Seizes $3.26 Million in Counterfeit K-Beauty Goods

    South Korean regulators have referred a domestic broker to prosecutors over a 4.5 billion won ($3.26 million) counterfeit ring. The network sold fake cosmetics across major domestic online marketplaces.

    Goods came from Shenzhen. The operation smuggled 61 knockoff product lines into South Korea across a 13-month run starting in October 2024.

    How the Shenzhen pipeline supplied open platforms

    Investigators at the Ministry of Food and Drug Safety found the broker coordinated directly with a Chinese factory to replicate packaging and formulations. The pipeline ran from October 2024 through November 2025 before enforcement teams shut it down. Seized inventory spanned 61 distinct items across skincare and dietary categories.

    Lab inspections by the regional food and drug safety office confirmed every batch came from China. Specialists compared the seized stock against authentic factory samples. They found clear discrepancies in container shapes, label typography, product sizing, liquid color and cream textures.

    Targeting high-demand skincare labels

    Counterfeiters targeted fast-selling domestic brands with large digital followings and strong export sales. Knockoffs copied beauty labels including Celladix, Kahi and Beauty of Joseon, along with Korea Eundan dietary supplements.

    All of these brands rely on digital storefronts and social commerce for volume. The case exposes verification gaps on open platforms, where unauthorized sellers siphon off search traffic for top-selling skincare items.

    E-commerce platform liability and brand defense

    Direct-to-consumer skincare brands face heavy costs policing open marketplaces against counterfeiters in southern China. When unauthorized copies enter domestic channels, brand owners absorb the damage through lost sales, customer service overhead on defective items and degraded consumer trust.

    To protect supply chains, Korean brand operators are shifting distribution toward direct-operated web stores and whitelisted corporate accounts. The ministry urged shoppers to buy only through certified brand storefronts on open marketplaces and avoid unverified sellers offering steep discounts.

    Prosecution referral and market enforcement

    Director Kim Jin-hwi of the Ministry of Food and Drug Safety detailed the seizure at a briefing in Yangcheon-gu, Seoul. Regulators sent the broker’s file to prosecutors for formal indictment. Border inspection teams continue targeted screening on small-batch cosmetics shipments from Guangdong province.