Korean skincare brand Biodance has opened its first standalone counter in the UK, in the Beauty Hall at Selfridges’ London flagship on Oxford Street.
The counter gives the hydrogel mask specialist more space for product discovery and education as it expands in the UK, and Selfridges describes it as its first dedicated K-beauty brand counter. Biodance says it has sold more than 361 million hydrogel masks globally, and its products have already reached UK shoppers through retail partners including LOOKFANTASTIC, which featured the brand in its first K-beauty advent calendar.
The counter stocks a selection of the brand’s range, led by its hydrogel masks, including its bestselling Bio-Collagen Real Deep Mask, alongside Jelly Serum Mists, eye patches, toner pads, cleansers and SPF products, as well as new launches. Shoppers can receive personalised skincare consultations without an appointment from a dedicated team of beauty advisors, recruited and trained by Luneia Brands.
“Since I founded Biodance, the goal has always been to make effective, science-driven skincare accessible to all. I am delighted to partner with Selfridges London, home to some of the most exciting names in beauty, and elevate the experience we are able to offer our UK customers. Our counter feels like a natural next step in our brand journey and reflects the recognition K-beauty is receiving globally.”
Mihwa Kim, Founder and CPO, Biodance
The opening follows a period of rapid growth for the brand, which has been expanding its retail footprint across the US and EMEA.
“The UK has always been a key focus for us as we’ve grown globally, and there’s no better place than Selfridges for customers to experience Biodance firsthand, with personalised guidance from our dedicated beauty advisors. This moment represents everything we believe in: innovation, results, and a genuine connection with our customers. Seeing a Biodance counter come to life in the beauty hall is a meaningful moment for us.”
Mihwa Kim, Founder and CPO, Biodance
“We’re thrilled to welcome Biodance to the Selfridges Beauty Hall. Renowned for its pioneering hydrogel masks and science-led approach to skincare, the brand has earned a devoted global following and become a standout name within K-beauty. 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. Launching our first dedicated K-beauty brand counter is a significant milestone, reflecting both the growing influence of Korean beauty and our commitment to championing the brands shaping the future of skincare.”
Melissa McGinnis, Beauty Buying Director, Selfridges
The Biodance counter is now open in the Beauty Hall on the ground floor of Selfridges London.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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