Biodance Just Got Its First-Ever Counter, and It’s at Selfridges

Biodance, the Korean skincare brand best known for its viral Bio-Collagen Real Deep Mask, has opened its first-ever permanent counter, and it’s at Selfridges.

“Opening our Biodance counter at Selfridges London is a proud moment for our team,” founder Mihwa Kim told BeautyNewsDaily. “Since founding the brand, my goal has been to create skincare that people can trust through their own experience.”

The counter sits within Selfridges’ new K-beauty destination in The Beauty Workshop, alongside brands including Beauty of Joseon, Dr. Reju-All, and Thank You Farmer. K-beauty has clearly come a long way. Brands that were once niche-store finds now have luxury retailers queueing up to clear space for them.

“While many people first discover us through social media, our priority is to turn that interest into a positive product experience and lasting trust in the brand,” Kim said.

Pretty much everything Biodance sells in the UK is on the counter, but the real draw is getting up close and personal with the testers. Like many K-beauty brands, Biodance is one to experience in person. I mean, how else will you compare, let alone appreciate, those gorgeous textures? A beauty adviser is on hand to talk you through the products and put together a routine for your skin type. And for the skincare-obsessed, Kim says it’s also the place to find out why each product was made, and what goes into it.

“The London counter is particularly meaningful because it establishes a permanent presence, giving customers a space they can return to over time,” she said.

It’s a two-way thing for Kim, too. “Through in-store experiences and online activity, we aim to build an ongoing dialogue with these customers and hear directly which products interest them and what they would like to see from Biodance,” she added. “Drawing on the experience and customer response in London, we hope to expand our counter presence to other Selfridges stores in the future.”

Biodance isn’t the only K-beauty name moving into the Oxford Street flagship. Medicube has opened its first European counter alongside it, complete with a bar where you can try its Age-R beauty devices, including the bestselling Booster Pro. Shoppers who make a qualifying purchase during launch month will also get a free Medicube smoothie from Selfridges’ Elevate bar.

The Biodance counter is open now at Selfridges London, and the range is also available at selfridges.com, with prices from £13.90 ($19). Those in the US can shop the brand at Sephora and amazon.com.