From snail slime to salmon sperm: the K-beauty boom hits UK high streets

South Korean skincare retailers want to capitalise on viral sales of beauty ranges by opening stores across the UK

Korean beauty products are moving from phone screens to UK high streets as social media drives sales of skincare with the help of eye-catching ingredients such as snail slime and salmon sperm.

Retailers are looking to capitalise on the TikTok and Instagram trend for skincare and makeup ranges from South Korea - known as K-beauty - by opening physical stores and launching brands in a push to get consumers to pick up products that havegone viral online.