From snail slime to salmon sperm: the K-beauty boom hits UK high streets

Korean skincare products are gaining traction in the UK as social media amplifies their global appeal, with ingredients like snail mucin and salmon sperm becoming popular due to their unique benefits. These products are filling a gap in the UK market while expanding availability both online and in physical stores, with brands like PureSeoul opening stylish locations in London. Meanwhile, companies such as LG’s Belif are scaling up their UK presence by leveraging both digital and traditional retail channels. This trend reflects a growing cultural shift toward Korean skincare, projected to become a $18.3 billion market by 2030.