Biodance has opened its first solo UK counter at Selfridges London’s Oxford Street flagship, the company said. The counter, located on the ground floor of the Beauty Hall, is one of the first K-Beauty counters at the store.
The brand, which has sold more than 361 million hydrogel masks globally, said the new space marks a significant step in its UK expansion strategy, giving customers more room to discover, try and learn about its products.
Shoppers at the counter can browse a selected range including Biodance’s hydrogel masks, such as its global bestseller the Bio-Collagen Real Deep Mask, along with Jelly Serum Mists, Eye Patches, Toner Pads, and cleanser and SPF formats. The company said customers will also be able to see new product launches and receive personalised skincare consultations from a dedicated beauty advisor without needing an appointment. The counter will be staffed by a team recruited and trained by Luneia Brands.
Brand and retailer reaction
Mihwa Kim, founder and CPO of Biodance, said: “Since I founded Biodance, the goal has always been to make effective, science-driven skincare accessible to all.” She added that the UK had always been a key focus as the brand grew globally and that the counter represented a meaningful moment for the company.
Melissa McGinnis, Beauty Buying Director at Selfridges, said the retailer was pleased to welcome the brand, adding: “At Selfridges, we are passionate about bringing our customers the most innovative and culturally relevant beauty brands, and Biodance is a natural addition to our offering.”
Biodance said the launch follows a period of rapid global growth for the business, which has become one of the fastest-growing brands in the hydrogel mask category, with its retail presence expanding across the US and EMEA.