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.
