We’ve all been there. You read about some cult-favourite Korean serum—something that promises to turn your skin into glass—and within seconds you’re deep in a rabbit hole of online tabs, desperately trying to figure out why the product page is in Hangul, whether it ships to the UK, and if the £22 cleanser will cost you £67 after tax and customs. The excitement wanes as fast as your Wi-Fi connection, and suddenly you’re back to buying another predictable French moisturiser from Boots. Not quite the K-beauty fairytale you had in mind.
But thanks to a wave of UK-based retailers who understand the quiet panic of a customs fee notification, we can now buy K-beauty like locals—no dodgy translations, no three-week waits, and no £35 delivery fee. These retailers have curated the best of Seoul’s science-meets-skincare wizardry, and some even have real-life shops (yes, actual bricks and mortar!) where you can poke, prod and pat before you purchase.
Let’s start with where to shop before diving into the products your skin will soon be texting you thank-you notes for.
Where to Shop for Korean Beauty in the UK
Selfridges Beauty Hall, Oxford Street
If you're still someone who prefers the thrill of touching the texture of a serum before committing to a relationship with it, the Selfridges Beauty Hall is your destination. Think of it as K-beauty’s answer to Harrods Food Hall—minus the Stilton, plus a wall of sheet masks that could practically host its own exhibition. You’ll find cult favourites like Dr. Jart+, NeoGen, and Too Cool For School here, with some exclusive finds like Skinmiso and Oozoo.
Pro tip: the sheet mask wall alone is worth the pilgrimage.
PURESEOUL, Soho
A bit of Seoul in central London, PURESEOUL is a sleek, well-stocked haven that feels more like a boutique skincare gallery than a typical high street store. It offers a carefully curated edit of trending and under-the-radar K-beauty brands, and the staff actually know what they’re talking about. Come here if you want advice that’s better than a Reddit thread.
Glam Touch, Soho
Tucked in London's Korean quarter, Glam Touch is one of those rare finds that feels like a local secret. It stocks everything from COSRX to Pyunkang Yul, and even more niche finds that haven't yet made it onto TikTok. The store also offers skin consultations, which is your cue to turn your casual interest into a full-blown obsession.
Nature Republic, Covent Garden
If you're craving that glossy, K-Beauty-meets-nature aesthetic, head to Nature Republic's London outpost. It’s all polished wood, leafy branding and aloe vera-based everything. It’s also the place to find their globally adored Aloe Vera Gel in a proper tub you don’t need to import from Busan.
P2BUS (Physical store + Online), Leicester Square
Part treasure trove, part wholesale dream, P2BUS is a chaotic yet loveable hybrid store offering everything from skincare and haircare to lifestyle accessories. The Regent Street location is great for an in-person browse, but their online shop is particularly good if you know what you’re after and want a wide range without cross-referencing shipping fees.
The Best Korean Skincare Products (That You Can Actually Buy in the UK)
TirTir Milk Skin Toner
A moisture magnet in a bottle.
This cult-favourite toner has gone viral in Korea for good reason—it hydrates, plumps, and brightens, thanks to a formula rich in niacinamide and milk protein extract. It's milky (hence the name), but absorbs like a dream. Great for dehydrated or dull skin types.
Fragrance-free: Yes
Cruelty-free: No
£25.00 - Buy here
Torriden Dive-In Serum
A hyaluronic acid fever dream.
Formulated with five types of low molecular weight hyaluronic acid, this serum penetrates deeply and delivers visible hydration without tackiness. It soothes with panthenol and is ideal for sensitive skin.
Fragrance-free: Yes
Cruelty-free: Yes
£18.80 - Buy here
CNP Laboratory Propolis Energy Ampoule
For the glow-chasers.
This amber-toned ampoule is loaded with propolis extract—a natural anti-inflammatory and antioxidant powerhouse. It helps calm redness, boost radiance, and strengthen the skin barrier.
Fragrance-free: No
Cruelty-free: No
£25.00 - Buy here
Anua Rice Enzyme Brightening Cleansing Powder
A cleanser that feels like skincare.
This powder-to-foam cleanser is packed with rice extract and papaya enzyme to gently exfoliate and brighten. It leaves skin clean but not tight, and it travels like a dream.
Fragrance-free: Yes
Cruelty-free: Yes
£22.00 - Buy here
VT Cosmetics Reedle Shot 100
A needle-free microneedling effect.
Reedle Shot contains microcrystalline spicules (think marine-based micro-needles) to boost absorption and stimulate skin regeneration—without the actual needles. Use at night and wake up to brighter, smoother skin.
Fragrance-free: No
Cruelty-free: Unclear
£24.00 - Buy here
Biodance Collagen Gel Toner Pads
The lazy girl’s anti-ageing routine.
Each pad is drenched in a peptide-rich collagen gel that firms and hydrates in one swipe. Ideal for those who hate layering five products before bed.
Fragrance-free: Yes
Cruelty-free: Yes
£29.99 - Buy here
COSRX Aloe Soothing Sun Cream SPF50 PA+++
A cult SPF that lives up to the hype.
This SPF delivers high sun protection with zero white cast. It’s enriched with aloe vera to calm and moisturise, making it perfect for daily use—even under makeup.
Fragrance-free: No (light scent)
Cruelty-free: Yes
£22.00 - Buy here
Mixsoon Bean Essence
One word: texture.
This unique essence contains fermented soybean, barley, pomegranate, and pear extracts. It hydrates, exfoliates and firms all at once—plus, the jelly texture is oddly addictive.
Fragrance-free: Yes
Cruelty-free: Yes
£23.49 - Buy here
COSRX The 6 Peptide Skin Booster
Your collagen comeback in a bottle.
Packed with—you guessed it—six types of peptides, this lightweight essence jumpstarts collagen production and boosts elasticity. It layers beautifully with other actives.
Fragrance-free: Yes
Cruelty-free: Yes
£27.00 - Buy here
Dr. Althea Vitamin C Boosting Serum
A brightening serum without the burn.
Gentle enough for daily use, this vitamin C serum combines ascorbic acid with niacinamide for glow without irritation. Plus, it’s housed in an airless pump to prevent oxidation.
Fragrance-free: Yes
Cruelty-free: Yes
£22.49 - Buy here
Round Lab Birch Juice Moisturising Sunscreen SPF50 PA++++
Your summer skin’s new best friend.
Lightweight, hydrating, and with no white cast, this sunscreen is infused with birch sap to soothe and moisturise. One of the best multitasking SPF formulas out there.
Fragrance-free: Yes
Cruelty-free: Yes
£20.49 - Buy here
Final word? You don’t need to move to Seoul or master the art of currency conversion to get your hands on world-class Korean skincare. You just need a well-curated list and a bit of patience while the serum sinks in. Fortunately, we’ve got the former covered.
