▲ A local consumer looks at Beauty of Joseon products at a Boots store in Britain, in this undated photo provided by Beauty of Joseon, a beauty brand of Goodai Global. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, Oct. 23 (Yonhap) -- Beauty of Joseon, a beauty brand of Goodai Global, said Friday it is accelerating its push into the European market by expanding its presence at Boots, Britain's largest health and beauty retailer, to 1,263 stores.

Beauty of Joseon said it has grown rapidly since entering Boots in June 2024, becoming the largest K-beauty brand in the retailer's network.

In particular, the brand operates dedicated displays at 100 of the stores.

Earlier, in April, when Beauty of Joseon held an exclusive pop-up store event at Westfield, it ranked fifth among 200 skincare brands carried by Boots and first among 20 K-beauty brands.

Beauty of Joseon attributed the achievement to the growing demand for sun protection products in Britain and the popularity of its flagship products, including "Relief Sun: Rice + Probiotics," among local consumers.

"We will expand our offline distribution network across Europe based on our performance in Britain and lead the global popularization of K-beauty," a Beauty of Joseon official said.

jwc@yna.co.kr

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