Beauty of Joseon, a cosmetics brand owned by Goodai Global, has expanded its presence at Boots, the largest health and beauty retailer in the United Kingdom, to 1,263 stores. The brand now has more stores than any other K-beauty label at Boots and has also climbed into the upper ranks of the retailer's skincare sales.
Beauty of Joseon said on the 23rd that its products are sold at 1,263 Boots stores in the U.K. as of this month, about two years and four months after it first entered the retailer in June 2024. Of those, 100 stores operate dedicated Beauty of Joseon displays. Both figures are the highest among K-beauty brands carried by Boots.
In April, the brand ranked fifth among roughly 200 skincare brands sold at Boots. It placed first among about 20 K-beauty brands at the retailer and second in the "Everyday Skin" category, which covers daily skincare products.
That same month, the company opened a standalone pop-up store in front of a Boots outlet at Westfield Stratford in London. It was the first time a K-beauty brand had run a standalone pop-up store at Boots.
The company cited a shift in how British consumers use sunscreen as a driver of its growth. More shoppers are using sunscreen, once applied mainly in summer, as an everyday skincare product, expanding demand, it said. Sun care products such as its flagship Relief Sun cream drew local demand with their lightweight feel, the company added.
Beauty of Joseon plans to expand offline distribution in other European markets, building on the sales network it has secured in the U.K. "Entering about 1,300 stores and expanding dedicated displays means Beauty of Joseon has established itself as a brand in the daily lives of European consumers," a company official said. "Based on our performance in the U.K., we will continue to expand our offline distribution network across Europe."