MISSHA Makes Debut in the UK

MISSHA has officially launched in the UK, bringing the Korean beauty brand to Boots stores nationwide and online. The launch marks the arrival of one of K-beauty’s best-known hybrid beauty brands into the UK high street, as consumer demand for Korean skincare-makeup formulas continues to grow.

With a 20-year legacy in the K-beauty industry, MISSHA is known for formulas that bridge skincare and makeup, particularly within the BB cream category. The brand’s approach centres on hard-working, everyday products that combine complexion coverage with skin-supporting ingredients.

At the centre of the UK launch is MISSHA M Perfect Cover Serum BB Cream Pro, available in eight adaptable shades. The hybrid formula is designed to even the appearance of skin tone, deliver natural-looking coverage and leave a glowy finish while maintaining a skincare feel.

The BB cream is formulated with niacinamide and adenosine, alongside fermentation components associated with K-beauty formulation. It has been created for long-lasting wear and a skin-like finish, sitting between makeup, skincare and complexion care.

The Boots launch also includes two priming products: Glow BB Boomer and Glow Pore Blurring Balm. Glow BB Boomer is designed to prep the skin for a radiant complexion finish, while Glow Pore Blurring Balm has been developed for consumers seeking a smoother, pore-blurred base.

Yeseo Cho, CMO at MISSHA said “MISSHA has always believed that great skin starts with timeless formulas that genuinely perform, and we’re incredibly excited to finally bring the brand to UK consumers through Boots - a true British beauty institution trusted by generations of shoppers. As interest in Korean beauty continues to grow, we see a real opportunity for consumers to discover hardworking hybrid formulas that combine skincare benefits with effortless, everyday makeup results.”

For beauty retail, the launch reflects the continued mainstreaming of K-beauty in the UK, particularly as consumers look for complexion products that do more than provide coverage. MISSHA’s arrival at Boots positions BB cream, glow primers and hybrid base products as part of the wider shift towards skin-led makeup.

MISSHA is available now at Boots, online and in 97 stores nationwide with a focused complexion range led by its bestselling M Perfect Cover Serum BB Cream Pro.