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.

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.

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.

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.

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