PURESEOUL will unveil its highly anticipated flagship store in one of London’s most iconic shopping districts, Carnaby Street, marking a new era for Korean beauty in the global market.
Following 8 notable UK shop openings, this new ~3,000 sq foot store is the retailer’s largest footprint so far. Merchandised across 2 floors, the flagship will showcase over 2,000 curated products – including 30+ exclusive brands such as Torriden, AMUSE and Romand, making this one of Europe’s largest offline K-Beauty collections.
Taking a nod from Korean retail trends and the playful themes of Carnaby Street, the flagship has been designed as a cultural hub for discovery, education, and celebration. New experiential features encourage brands to bring a slice of Seoul in- store with a dedicated masterclass zone for expert workshops, as well as a rotating pop-up space packed with games and newness.
Gracie Tullio, Co-Founder & Creative Director, shared: “What sets PURESEOUL apart is our unwavering commitment to authenticity. We don’t just stock K-beauty, we partner with brands, nurture them, and help them grow in a way that resonates with UK customers. This store is a love letter to the brands we believe in, and the customers who believe in us”
Leslie Tang, Co-Founder & CEO added, “What began as a small dream is now a platform shaping the future of Korean beauty. It’s been amazing to see how much impact we have had on the industry in the last few years, and our plans are more ambitious than ever to continue this offline expansion, inviting customers in-store to get hands-on with our exclusive, expert curations”
Opening on June 12th, the retailer is anticipating another huge turnout of support from their community with recent openings like Westfield Stratford drawing over 1,000 customers and some arriving the night before. With excitement already building on Instagram and TikTok, this opening is definitely their most anticipated yet.
