Boots brings K-Wellness to the UK high street

Boots has become the first UK high street retailer to launch a dedicated K-Wellness offering, extending its Korean beauty success into wellbeing. The move follows triple-digit year-on-year growth in K-Beauty sales, with searches for "wellness" on boots.com up more than 200% over the past year.

The launch includes seven brands. Four are standalone labels: three of them UK-based, in London's RIN, the inner-beauty brand founded by Candace Dannenbaum and Dr Youngja Hwang Park, and British pear-juice brands PrePear and Seoul Tonic, plus BB LAB, an established Korean label. They are joined by three Boots-sourced ranges developed with Korean experts: Seoul Bloom, Yongsan Wellbeing and HABI. Together they span ingestible beauty, traditional Korean ingredients and new functional formats, from chia fibre jellies and collagen melts to glutathione oral strips and red ginseng shots.

"Launching into the K-Wellness space represents a bold new era of wellness," said Joe Thorley-Mitchell, director of Boots Brand. Several of the brands, including RIN, Seoul Tonic and PrePear, came through Boots Ignite, its accelerator for emerging labels.

The ranges roll out online and across selected stores through November, with dedicated Wellness Zones in over 30 shops.