Highcross is set to bring a string of sought-after and innovative Korean beauty products to the centre this Spring, as ‘K-beauty’ retailer, PURESEOUL, makes its East Midlands debut.
The upcoming arrival of PURESEOUL marks a significant milestone for the centre, one driven by consumer trend-led retail following the exponential growth of ‘k-beauty’ online. Searches for Korean skincare saw a 125% increase in the second half of 2025, nearly 35% higher—on average—than the overall skincare average, while TikTok also reported that the ‘boom’ had been a key driver of sales, with ‘#kbeauty’ the third most-used hashtag on the channel in the UK.
The fast-growing business, which already has stores across Brighton, London and Manchester, among others, has introduced cult K-beauty brands—like Torriden, Milktouch, Medicube and Sungboon—to new audiences, as well as offering customers access to trending skincare products, innovative ingredients and expert advice.
Opening in early May, PURESEOUL will be situated in a 163.4sqm unit on the lower mall, near Ernest Jones Jewellers.
Also joining the centre’s line-up this Spring is fashion-forward footwear retailer, Office, which is set to open in a 313.49sqm unit on the upper mall in mid-April.
Known for its selection of trend-led footwear, Office has built a loyal following among shoppers looking for the latest styles from leading global brands alongside its own in-house collections. Its return to Highcross, having been at the centre 2021, signals a continued confidence in the city’s retail scene.
Welcoming the two new arrivals, Michelle Menezes, centre director at Highcross Leicester, said: “We’re delighted to be welcoming PURESEOUL to Highcross, marking its official debut in the East Midlands. We’ve seen first-hand just how the K-beauty boom has swept through the UK, with consumers searching for tips on how to achieve ‘glass skin’ and ‘chok chok’—otherwise known as a dewy glow. So we’re excited to be able to bring that advice, and the innovative products, closer to home.
“This, alongside the return of a household brand like Office, reaffirms our ambition to bring well-known names and trend-led retailers to the heart of Leicester. Beyond these arrivals, there’s plenty more in the pipeline that we’re still to announce. It’s going to be a busy year, so stay tuned!”
Felicity Loftus, marketing team lead at PURESEOUL, added: “After the incredible success of our launch in Birmingham, we knew bringing PURESEOUL to Leicester was the natural next step. The Midlands has shown us such strong support, and we’re excited to continue growing with our customers here.”
Once open, the two new stores will sit alongside a number of well-known fashion and beauty brands already at Highcross, including Lush, Jo Malone and Clarins, alongside footwear brands like Timberland, Schuh and Clarks, further strengthening the centre’s position as one of the leading retail and leisure destinations.
