Boots taps Amorepacific to supercharge K-Beauty offering with three new brands
Beyond the physical retail footprint, these brands are also launching on Boots.com and the Boots mobile app.
UK – Amorepacific has officially expanded its K-Beauty footprint in the United Kingdom through a strategic partnership with Boots, the country’s largest drugstore chain.
This collaboration introduces three of Amorepacific’s distinguished brands—Mamonde, Primera, and ILLIYOON—under a specially curated “K-Beauty Edit by Boots” concept.
A dedicated “K-Beauty Zone” featuring these brands will debut in 47 Boots stores, including six flagship locations in central London, with plans for further expansion.
This K-Beauty Zone highlights signature products such as Mamonde’s Flora Glow Rose Liquid Mask, Primera’s Mild & Perfect Cleansing Oil to Foam, and ILLIYOON’s Ceramide Ato Concentrate Cream.
Beyond the physical retail footprint, these brands are also launching on Boots.com and the Boots mobile app, enabling widespread access to consumers not only across the UK but throughout Europe.
This initiative reflects Boots’ commitment to showcasing standout K-Beauty technologies and philosophies, and Amorepacific’s ambition to deepen its leadership in this sector globally.
A representative from Boots commented, “Amorepacific’s brands are characterized by the unparalleled product technology and philosophy that epitomize K-Beauty.
This launch provides a bridgehead to offer new and exciting brands to our UK customers under the captivating theme of K-Beauty.”
Boots, leveraging its 175-year legacy and its network of some 1,800 health and beauty stores, sees Amorepacific as a brand portfolio that epitomizes the essence and innovation of K-Beauty.
Amorepacific views this partnership as a key step to accelerate its channel expansion in the UK and rapidly grow across Europe, solidifying its position as a leading global K-Beauty company.
This launch follows the successful UK market presence of Amorepacific’s Laneige and Innisfree brands, marking a significant milestone in its European market strategy.
Earlier this year, ANUA similarly expanded its presence in the UK by increasing the number of its physical stores at Boots, the UK’s largest health and beauty retailer, to 650 as of July 2025.
This marks a more than sixfold increase in just nine months from its initial 120 stores in October 2024, solidifying ANUA’s position as a leading K-beauty brand with a strong retail footprint across the UK.
Alongside the store expansion, ANUA has significantly increased its product lineup, growing from seven to over fifteen items per store, including high-performance skincare products like the Rice Toner, Azelaic Acid Serum, and PDRN Serum.
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