K-Beauty Lands Permanent Selfridges Counters — and It Feels Like a Tipping Point

Medicube and Biodance are opening permanent counters at Selfridges' new K-beauty destination, The Beauty Workshop — a move that signals K-beauty's mainstream retail arrival in the UK rather than just online or specialty-store presence. Luneia Brands is behind the retail push, and the Selfridges address gives both brands serious credibility elevation.