Selfridges adds Biodance and Medicube counters as Korean beauty retail expands
BeautyMatter reports dedicated Biodance and Medicube counters at Selfridges' Oxford Street store, offering another route to Korean beauty discovery.
Published
5 November 2026 — Selfridges has introduced dedicated Biodance and Medicube counters at its Oxford Street flagship in London, according to a 2 November report by BeautyMatter. The retail spaces were developed with UK distributor Luneia Brands, the publication said.
BeautyMatter describes the Biodance counter as the brand’s first permanent counter and the Medicube counter as its first in Europe. The report illustrates how Korean beauty can reach shoppers through permanent in-store spaces as well as online channels. Check current opening details and product availability with the retailer before visiting.
Comparing different ways to discover Korean beauty
Olive Young is one way to explore Korean beauty. For shoppers considering an online alternative, THE CAST’s catalog provides another route to compare individual Korean-brand products, including body care and scent formats.
For example, THE CAST lists SOOYA SEOUL’s Lilac Veil Body & Hand Wash and Body & Hand Lotion. They are separate wash-off and leave-on products and are not part of the Selfridges announcement. Check each product’s current label, availability, delivery destination and final checkout cost. THE CAST has not verified whether these products are sold at Olive Young.
The Selfridges counters and the THE CAST catalog are separate retail offerings. The cited report does not describe a partnership between THE CAST and Selfridges, Biodance, Medicube or Luneia Brands.
