Selfridges is the latest retailer to bet big on K-beauty, launching a strategic partnership with distributor Luneia Brands to introduce permanent counters for Korean skin care giants Biodance and Medicube.
The partnership sits within the luxury department store’s new dedicated K-beauty destination in The Beauty Workshop within the retailer’s flagship store on Oxford Street, London, UK.
This marks the first permanent counters for Biodance and Medicube in Europe, as well as Luneia's first permanent counter development.
“Luneia Brands has built a strong, collaborative relationship with Selfridges over several years,” Gemma Murari, Managing Director, Luneia Brands, told Cosmetics Business.
“With K-beauty growing rapidly across an increasingly fragmented distribution landscape, retailers are looking for partners who can deliver the brands they want with the right service, availability and brand messaging around them.
“Selfridges recognised Luneia as a reliable, commercial and trend-led partner that could do exactly that, and approached us to help conceptualise and deliver the counters.
“With Biodance’s first permanent counter anywhere in the world and Medicube’s first in Europe (following recent launches in South Korea and Mexico), this is also the first time the two brands have launched permanent counters together.
“As a globally recognised tastemaker, Selfridges is the natural home for both.”
The counter spaces have been designed as immersive spaces for discovery and education, bringing the digitally native brands to life.
This is achieved through combining elevated visual merchandising, hands-on demonstrations and personalised consultations, including bespoke skin care advice, to showcase Biodance and Medicube’s product ranges.
“The Selfridges customer is well informed and visits the store expecting discovery, expertise and experiential reasons to shop in person rather than online,” shared Murari.
“The counters deliver this through Medicube’s dedicated devices bar, bespoke skincare consultations on both counters, and the chance to experience the textures and the brands’ largest physical ranges in the UK, with first-to-market launches planned throughout 2027.”
Biodance and Medicube's Selfridges counters have been designed as immersive spaces for discovery and education
Jade Mainprize, Beauty Buyer, Selfridges, added: “While this is not the first time we have seen K-Beauty enter the UK market, what has changed significantly is the way Kore
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
