THE WHAT? Kruidvat has launched its first own-brand Korean skincare line, becoming the first retailer in Belgium and the Netherlands to introduce a private-label K-beauty range manufactured in South Korea.

THE DETAILS The new Kruidvat Korean Skincare collection features eight products, including serums and face masks, all produced in Korea and designed to complement the popular K-beauty skincare routine. The range is built around what Kruidvat calls the “slow glow routine,” which focuses on consistent daily skincare rather than quick-fix solutions. The launch is supported by Kruidvat’s Skincare Guide, developed in partnership with dermatologist Samira Baharlou, to help consumers choose products based on their age and skin type. The products will be available in Kruidvat stores and online from 23 June. The retailer said the range has been inspired by the continued popularity of K-beauty trends such as “glass skin,” “slugging” and “skin barrier repair,” which have gained traction through platforms like TikTok.

THE WHY? Kruidvat is responding to growing consumer demand for Korean skincare products and the broader trend towards preventative, routine-based skincare. By launching an affordable own-brand K-beauty line, the retailer aims to make Korean skincare concepts more accessible while capitalising on the category’s popularity in Europe.

Source: Retail Detail