- Building on its leading position in K-Beauty, Boots is the first high street retailer to bring the next wave of Korean innovation to customers through a dedicated K-Wellness offering
- K-Beauty sales at Boots have seen significant year-on-year growth, while searches for ‘wellness’ on boots.com have increased more than 200% reflecting growing interest in the convergence of beauty and wellbeing
- Boots is launching four exclusive Korean wellness brands, BB LAB, RIN, PrePear and Seoul Tonic, alongside three Seoul-developed and Boots sourced own ranges, Seoul Bloom, Yongsan Wellbeing and HABI
In a UK high street first, Boots is bringing Korean wellness innovation to customers through a dedicated K-Wellness offering, making the latest trends from Seoul more accessible than ever.
The move builds on the success of K-Beauty at Boots, with Korean beauty sales delivering triple-digit year-on-year growth,1 with one K-Skincare product selling every seven seconds.2 On boots.com, the category continues to attract more customers, with active shoppers up over 20% year-on-year.3
The K-Wellness launch reflects the growing influence of Korean innovation on beauty and wellness routines. Searches for ‘wellness’ on boots.com have increased by more than 200% over the past 12 months,4 underlining the growing customer demand for a blended beauty and wellbeing approach.
As part of the K-Wellness launch, Boots will exclusively introduce three trending Korean wellness brands, RIN, PrePear and Seoul Tonic, online and in over 50 stores. They will be joined by BB LAB, a leading and established brand in Korea, available on boots.com and in 200 stores this November.
The K-Wellness launch will also feature three Boots-sourced ranges, Seoul Bloom, Yongsan Wellbeing and HABI. Created in collaboration with Korean experts, the brands draw on the country’s rich heritage and expertise in wellness innovation.
Spanning ingestible beauty, traditional Korean ingredients and entirely new functional formats, the new K-Wellness ranges build on Boots’ established presence across the K-wave. With more than 40 brands already available across K-Beauty, K-Fragrance, K-Hair and K- Pharmacy, customer appetite continues to grow with searches for ‘K-Beauty’ on boots.com increasing by over 70%.5
Joe Thorley-Mitchell, Director of Boots Brand, said: “Launching into the K-Wellness space represents a bold new era of wellness, both for Boots and the wider industry. Whilst the pace of innovation continues to accelerate, we’re doing the same - tapping into what we do best by bringing the latest trends straight from Seoul, at surprisingly affordable price points.
"From chia fibre jellies to collagen cool melts and popping vitamins, we’re bringing some of Korea’s most exciting products to Boots. With dedicated Wellness Zones in over 30 stores and more than 500 Health and Wellness Specialists across the UK, we’re making it easier for customers to discover the latest trends with expert support they can trust.”
Underpinning Boots’ approach to K-Wellness is Boots Ignite, an accelerator programme designed to identify, launch and scale evolving brands, including RIN, Seoul Tonic and PrePear. By connecting emerging brands with retail reach, Ignite responds to evolving consumer interest and brings new brands to market in weeks rather than months. The programme has helped bolster Boots K-Beauty offering, introducing 21 brands, including Medicube - which has seen an increase of over 20% year-on-year in searches on boots.com.6
Grace Vernon, Director of International Retail Partnerships, Boots Ignite & Trends, said: "Social media is accelerating cultural trends, with Korea leading the way in beauty and wellness innovation. We’re seeing customers increasingly looking to this market for new products, formats and approaches and we’re excited to bring some of these latest trends to Boots, including ingestible beauty products, collagen jelly, hyaluronic acid supplements, glutathione oral dissolving films and red ginseng shots.
“At Boots, we’re looking beyond social media popularity to identify brands that bring meaningful innovation and reflect the growing connection between beauty and holistic wellbeing. K-Beauty has demonstrated how Korean innovation can influence everyday routines in the UK, and we see K-Wellness as the next chapter in that story. Our focus is on identifying what’s coming next and making these emerging innovations more accessible to our customers.”
NEW K-Wellness brands launching exclusively at Boots 
Sourced and imported by Boots, Seoul Bloom builds on the K-Beauty playbook, bringing five edible beauty innovations featuring ingredients such as hyaluronic acid, marine collagen peptides and retinol. The range reflects the growing convergence between beauty and wellness, introducing new formats - such as collagen cool melt sherbets - alongside a liquid radiance formula and a high strength beauty shot, all designed to fit seamlessly into everyday regimes. For more information, visit here.
Yongsan Wellbeing is rooted in Korean wellness philosophy expressed through contemporary daily rituals, with its six-product range sourced in Korea and brought to the UK by Boots. Putting an emphasis on digestive health, products include pineapple enzyme melts and delicious chia fibre jellies, alongside a distinctly Korean take on electrolyte hydration, with a delicate-tasting balance water rich in botanicals. The range naturally features traditional Korean Red Ginseng, with Boots reporting ‘ginseng’ searches already up 10% year-on-year on boots.com.7 For more information, visit here.
Building on an established customer following, with two HABI products sold every minute,8 this Boots own brand is expanding its offering with five new HABI x K-Wellness products. The range includes formats such as K-Pop popping sherbet sticks positioned to help relieve stress and aid sleep, alongside fibre jelly sticks designed to support gut health, bringing a playful and accessible approach to everyday wellness routines. For more information, visit here. 
RIN is the new Korean inner-beauty brand founded by mother and daughter Candace Dannenbaum and Dr Youngja Hwang Park. Merging innovation with next level beauty wellness, the range includes collagen+ jelly sticks, alongside the UK’s first liposomal glutathione oral dissolving strip that melts directly in the mouth to supports a healthy-looking glow. For more information, visit here.
BB LAB, already hugely popular in Korea, seamlessly brings together beauty and wellness through innovative inner-beauty solutions. From low molecular collagen to olive oil and pomegranate dual shots, 16 products are coming to Boots this November, offering convenient and targeted beauty-from-within and wellness support. For more information, visit here.
PrePear is inspired by a time-honoured Korean legacy, made with 100% Shingo Korean pear juice designed for pre-alcohol consumption and to leave customers waking up feeling fresh and revitalised. For more information, visit here.
SEOUL TONIC is inspired by traditional wellness rituals, built on maximising mornings through Korean pear juice. Crafted for late nights and busy days, the two-step formula helps customers feel their best. For more information, visit here.
1 Based on Boots sales data, by volume 25 September 2025 – 24 September 2026
2 Based on Boots sales data 23rd January 2025 – 22nd January 2026
3 According to Google Analytics 4 data for boots.com search data – 1 January 2026 – 9 October 2026
4 According to Google Analytics 4 data for boots.com search data – 28 September 2025 – 28 September 2026
5 According to Google Analytics 4 data for boots.com search data – 1 January 2026 – 9 October 2026
6 According to Google Analytics 4 data for boots.com search data – 9 October 2025 – 9 October 2026
7 According to Google Analytics 4 data for Boots.com search data – 9 October 2025 – 9 October 2026
8 Based on Boots sales data 24 September 2025 - 23 September 2026