Selfridges has partnered with independent UK beauty distributor Luneia Brands to launch permanent counters for Biodance and Medicube at its London flagship, marking a significant development for Korean beauty within the UK's luxury retail sector. The counters opened on 2 November 2026, introducing Biodance's first permanent counter globally and Medicube's first in Europe. It is also the first time the two brands have established permanent counters alongside one another.
Located within The Beauty Workshop on the ground floor of Selfridges' Oxford Street store, the counters form part of a new dedicated K-beauty destination, bringing together some of South Korea's most internationally recognised skincare brands. The development reflects the growing commercial importance of Korean beauty in the UK, as retailers look to translate strong online demand into permanent physical retail experiences.
Both Biodance and Medicube have built substantial international followings, driven in part by social media and consumer interest in Korean skincare technology. According to Medicube's parent company APR, the brand's AGE-R beauty devices have surpassed six million sales worldwide, while Biodance reports selling more than 360 million hydrogel masks globally.
The new counters will offer each brand's largest physical product assortment in the UK, supported by personalised skincare consultations, product demonstrations and exclusive launches. Medicube's space includes a dedicated facial devices bar, where customers can trial its AGE-R technology, including the AGE-R Booster Pro, alongside the brand's wider skincare collection. Biodance, best known for its Bio-Collagen Real Deep Mask, will use its counter to introduce customers to its broader portfolio through product sampling, demonstrations and tailored consultations. Further first-to-market product launches are planned throughout 2027. The counters also anchor a wider K-beauty retail destination, which includes brands such as Beauty of Joseon, SKIN1004, Axis-Y, VT Cosmetics, Thank You Farmer and Dr. Reju-All, several of which are also supported by Luneia Brands.
Selfridges approached Luneia Brands as a strategic partner to conceptualise and deliver the counters, with the distributor overseeing the project from initial development through to launch. The partnership represents Luneia's first permanent counter development and reflects the increasing role of distributors in supporting international beauty brands beyond conventional wholesale arrangements. Co-founded by Managing Director Gemma Murari, formerly a senior beauty buyer at AS Watson, and Commercial Director Anjun Murari, previously VP of Global Sales and Strategic Development at Molton Brown, Luneia specialises in brand development, retail partnerships and commercial expansion within the UK market. The distributor has already worked with Selfridges on an exclusive Medicube facial at the retailer's Trafford Centre location. According to Luneia, the treatment has performed at four times its original forecast and has generated a two-month waiting list.
Commenting on the Oxford Street launch, Gemma Murari, Managing Director of Luneia Brands, said:
“Selfridges has a long-standing reputation as a global tastemaker, defining what’s next in beauty retail. The significance of this launch signals how much the Korean beauty market continues to mature and evolve.
“We are incredibly proud that Luneia Brands has been trusted to partner on this initiative, from the initial concept development alongside the Selfridges team through to bringing the vision to life. The launch of the world’s first permanent Biodance counter, and Medicube’s first in Europe, sets a new standard for how K-beauty is presented, not only in the UK but on a global stage.
“Underpinning this is our investment in training and education, ensuring customers receive expert, tailored guidance that brings the science and storytelling of K-beauty to life. This partnership reflects what Luneia Brands stands for: deep and loyal partnerships, strategic clarity and a commitment to pushing the boundaries of what beauty distribution can be.”
For Selfridges, the opening forms part of a broader strategy to develop Korean beauty as an established category within its luxury offering, with greater emphasis on customer education, in-store expertise and long-term brand development.
Jade Mainprize, Beauty Buyer at Selfridges, explained:
“While this isn’t the first time we’ve seen K-Beauty enter the UK market, what’s changed significantly is the way Korean brands are approaching international retail. This has created an exciting opportunity for us to build deeper, more collaborative partnerships with some of the category’s most influential brands, delivering a number of global firsts for Selfridges: from the world’s first permanent counter for Biodance, Medicube’s first counter in Europe and its first-ever in-store beauty room services, all developed with Luneia Brands, to Anua’s first pop-up activation outside Korea.
Our ambition is to build long-term partnerships with these brands and play a role in establishing their longevity in the UK market. While many are experiencing significant momentum right now, we want to help nurture them into the next generation of household names.
Our new K-Beauty destination, brought to life in partnership with Luneia Brands, is central to this vision. We’ve created an elevated retail experience that goes beyond discovery, bringing together an exciting brand offering with personalised skincare consultations from brand experts. This allows customers to better understand their individual skin needs and find the products that are right for them, moving beyond simply buying into what’s trending online. Ultimately, it’s about building confidence, credibility and lasting relationships with our customers, while championing the innovation and expertise at the heart of Korean beauty.”
The launch will be supported by a programme of in-store activations throughout November, including exclusive gifting, product discovery experiences and promotional collaborations.
The partnership illustrates how Korean skincare brands are developing their presence in established luxury retail channels, with investment increasingly directed towards consultations, consumer education and hands-on product experiences. It also highlights the evolving role of specialist distributors in connecting international brands with UK retailers, as K-beauty continues its expansion beyond digital platforms and into permanent retail environments.
Selfridges has partnered with independent UK beauty distributor Luneia Brands to launch permanent counters for Biodance and Medicube at its London flagship, marking a significant development for Korean beauty within the UK's luxury retail sector. The counters opened on 2 November 2026, introducing Biodance's first permanent counter globally and Medicube's first in Europe. It is also the first time the two brands have established permanent counters alongside one another.