The Rise of K-Beauty in the UK: Snail Slime, Salmon Sperm, and the Allure of Social Media

Korean beauty products, commonly known as K-beauty, are making a significant transition from screens to the high streets of the UK, profoundly influenced by social media phenomena that highlight quirky ingredients such as snail slime and salmon sperm DNA. This shift marks a vibrant culture of consumer engagement, where retailers are keen to embrace the online success of these products by establishing physical stores that invite customers to experience the innovations first-hand.

The delicious promise of the "glass skin" look—a dewy, luminous complexion coveted in beauty circles—adds to the fascination surrounding K-beauty. Retailers are placing emphasis on the effectiveness of their products, supported by South Korea’s heritage of utilising natural ingredients in skincare, which often makes their formulations gentle and appealing. The reputation of K-beauty is bolstered by stringent labelling regulations and a penchant for novel, often whimsical packaging that captures the imagination.

Market research indicates that social media is undeniably the pulse behind K-beauty’s ascent in the UK. Georgia Stafford from Mintel highlights that a striking 34% of beauty product purchases are influenced by social media, with this figure soaring to 58% among the Gen Z demographic. In a landscape where 21% of Gen Z consumers have incorporated K-beauty products into their routines, the allure of intricate skincare rituals, like the famed 10-step regimen, is growing steadily.

Until recently, K-beauty had a relatively niche market presence in the UK, primarily confined to online platforms. However, the burgeoning online demand is translating into tangible consumer experiences on the high street. Consumers can now find products like Cosrx’s highly touted snail mucin essence at stores such as Superdrug and Boots, a testament to the sector's expanding reach. Boots, for instance, has reported that they sold a K-beauty product nearly every 15 seconds during peak shopping periods, and they continue to broaden their K-beauty offerings.

A particularly intriguing ingredient gaining traction in the K-beauty domain is PDRN (polydeoxyribonucleotide) sourced from salmon sperm. Marketed for its deep hydration capabilities and touted to promote collagen production, this ingredient has been thrust into the spotlight, drawing curious consumers eager to embrace skincare trends that spark conversations. According to reports, luxury products incorporating salmon sperm DNA are establishing themselves firmly among the high-end offerings, with brands like Kahi leveraging their popularity through cultural channels such as music videos.

Interestingly, a pronounced consumer affinity for affordable skincare options is also evident. K-beauty products are typically more budget-friendly compared to established luxury brands, allowing shoppers to experiment with exotic formulas without significant financial risk. This accessibility is further championed by increasing resilience in the health and beauty spending sectors, which have shown an average uptick of 10.2% this year.

As the appeal of K-beauty continues to grow, the sector is seeing an influx of physical retail spaces. The Korean retailer Moida launched its first UK location in December, followed by a second this month, while PureSeoul has expanded to include eight outlets across the UK. This physical presence speaks to a strategic commitment to immersing consumers in a sensory experience that online shopping cannot fully replicate. Experts in retail, like Matt Peters of Savills, affirm that these brands are not merely trend-hopping; they see a promising future in the UK market, as evidenced by long-term leases being signed.

The allure of K-beauty harmonizes with the broader wave of Korean culture, known as Hallyu, which has seen K-pop and K-dramas gaining monumental global traction. This cultural shift is aligning well with the projected growth of K-beauty, anticipated to reach $18.3 billion (£13.7 billion) globally by 2030, growing at a steady rate of 9% annually.

As consumers actively seek personal engagement through their skincare routines, LG H&H, known for the household giant LG, plans to broaden its physical retail footprint in London and beyond. The managing director of LG H&H UK, Steven Jeong, emphasises that whilst online strategies are pivotal, establishing in-person experiences remains vital for fostering deeper connections with consumers.

With eager consumers like Ike Lawson shopping for snail mucin serums during their lunch breaks, and colleagues like Georgia Spooner expressing excitement over the proliferation of K-beauty retailers, the trend appears firmly embedded within the fabric of contemporary British beauty culture. As K-beauty continues to flourish, its proponents manage to blend tradition with innovation, offering shoppers an enticing glimpse into a world where skincare rituals are more than mere routines; they are experiences brimming with cultural significance.

Reference Map:

  • Paragraph 1 – [[1]](https://www.theguardian.com/business/2025/may/08/snail-slime-salmon-sperm-k-beauty-boom-hits-uk-high-streets), [[2]](https://www.theguardian.com/business/2025/may/08/snail-slime-salmon-sperm-k-beauty-boom-hits-uk-high-streets)
  • Paragraph 2 – [[1]](https://www.theguardian.com/business/2025/may/08/snail-slime-salmon-sperm-k-beauty-boom-hits-uk-high-streets), [[5]](https://www.vogue.co.uk/beauty/article/emily-ratajkowski-snail-mucin-skincare)
  • Paragraph 3 – [[2]](https://www.theguardian.com/business/2025/may/08/snail-slime-salmon-sperm-k-beauty-boom-hits-uk-high-streets), [[4]](https://www.scmp.com/lifestyle/fashion-beauty/article/3192308/salmon-sperm-your-skincare-latest-k-beauty-trend-seen-doja)
  • Paragraph 4 – [[1]](https://www.theguardian.com/business/2025/may/08/snail-slime-salmon-sperm-k-beauty-boom-hits-uk-high-streets), [[6]](https://www.arabianbusiness.com/lifestyle/glass-skin-and-snail-mucus-inside-the-unusual-world-of-korean-skincare-a-trend-or-beauty-secret)
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  • Paragraph 7 – [[1]](https://www.theguardian.com/business/2025/may/08/snail-slime-salmon-sperm-k-beauty-boom-hits-uk-high-streets), [[7]](https://www.highsnobiety.com/p/salmon-sperm-skincare-trend/)
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Source: Noah Wire Services