LONDON — The K-beauty colossus is landing at Selfridges.
U.K. beauty distributor Luneia Brands has partnered with the department store to launch two counters for Biodance and Medicube that will anchor a wider destination for K-beauty at the Oxford Street flagship.
The openings, on Monday, signal a shift in strategy from social media to physical retail. The Biodance counter will be its first permanent one worldwide, while the Medicube unit will be its first in Europe. It is also the first time the two Korean skin care brands will launch permanent counters together.
Both counters will be housed in Selfridges’ new K-beauty destination, The Beauty Workshop. Other brands in The Beauty Workshop include Beauty of Joseon, Thank You Farmer, Skin1004, Axis-Y, VT Cosmetics and Dr. Reju-All.
According to Luneia, the launch signals a new chapter for Korean beauty within luxury retail, moving beyond viral trends toward permanent, immersive spaces that are focused on innovation, education and personalized skin care.
Biodance and Medicube are two of the biggest players in Korean skin care. According to parent company APR, Medicube’s Age-R beauty devices have surpassed 6 million global sales, while...