Belif is Launching in the UK

Belif, the cult Korean skincare brand behind the beloved Aqua Bomb, makes its official UK debut on 1 May, offering a range of high-performance skincare rooted in natural efficacy.

Founded in 2010, Belif — part of LG Household & Health Care — draws inspiration from centuries-old herbal apothecary traditions and the skin benefits of natural remedies. Its signature Original Formula is a testament to this heritage, combining six potent herbs — eucalyptus, lemon balm, rosehip, apple mint, thyme, and rosemary — to deeply hydrate the skin, delivering a bouncy, plumped, glass-skin glow.

Belif is also known for its commitment to honesty, efficacy, and nature. This philosophy underpins its decision to develop its own products in-house, setting it apart from brands that rely on third-party manufacturers. Every formula is created at Belif’s dedicated R&D facility in Seoul’s Magok Research Centre, where science and tradition meet. The brand even operates its own herb farm near Edinburgh, professionally managed by a team of expert horticulturists. The farm supplies Belif with the highest-quality botanicals, grounding its formulas in both integrity and traceability.

“We’re so excited to finally be bringing belif to the UK,” said Kimberly Voang, senior marketing executive at LG Household & Health Care. “The brand is already loved in 37 countries around the world and has been a skincare staple across Asia for decades. After seeing such a strong and positive response in the US and wider Western market, our teams at LG H&H UK and in Korea felt the timing was just right to introduce belif to UK consumers.”

Among Belif’s bestsellers are The True Cream Aqua Bomb (£32) and The True Cream Moisturizing Bomb (£32), which have collectively sold over 15 million units worldwide. Other fan-favourites include the Aqua Bomb Hydrating Toner (£21), Aqua Bomb Sleeping Mask (£29), and the Aqua Bomb Eye Gel (£25), which became the number-one eye product at Sephora US following its debut in September 2024.

The True Cream Aqua Bomb

Clinically shown to increase hydration by 231.4%, this lightweight gel moisturiser delivers fast-absorbing, long-lasting hydration. Formulated with Belif’s Original Formula, it also features hyaluronic acid, niacinamide, and squalane to reinforce the moisture barrier and leave skin looking fresh, plump, and dewy.

The True Cream Moisturizing Bomb

A richer alternative to Aqua Bomb, this cushiony cream is formulated for drier skin types and is clinically tested to deliver up to 48 hours of moisture. While Aqua Bomb offers lightweight hydration, Moisturizing Bomb provides a more intense, long-lasting moisture hit. It’s infused with peptides to improve elasticity, ceramides to strengthen the skin barrier, and squalane to maintain hydration.

“Belif has always stood for honest skincare: real ingredients, real results, and no unnecessary frills,” said Voang. This is why the packaging is purposefully minimal, and its ingredient lists are clearly presented for full transparency. It’s also why belif excludes synthetic preservatives, dyes, fragrances, parabens, and mineral oils from its formulations.

Belif will be available in the UK from 1 May via Skin Cupid, Glam Touch, Beauty Bay, and Amazon. US customers can shop the brand online at Ulta and Sephora.