K-Beauty retailer PURESEOUL to open second store outside London

K-beauty retailer PURESEOUL is opening at the Bullring in Birmingham next month, marking its regional debut and second store outside London. 

Located on the middle level of the Hammerson-owned retail destination, the new 800 sq ft store will offer over 900 different types of products across makeup, skincare, and haircare.

As part of this, the space will boast exclusive collaborations with famous K-beauty names such as Torriden, NEEDLY, Heveblue and Beplain, alongside UK debuts from BBIA, Milk Touch and AOU.

It will also feature a dedicated wall of over 60 different types of sheet masks and a TikTok display highlighting viral bestsellers from social media, as well as access to personalised one-on-one skincare advice from staff specialising in Korean beauty.

Leslie Tang, CEO of PURESEOUL, said: "Birmingham is our second biggest market in the UK, despite not having a physical presence up to now, so opening a store in a location has long been a strategic goal.

"We knew we needed a high-profile, impressive space for our regional debut, and we have that and more in the Bullring.

"This is a major milestone for PURESEOUL, and we are eager to open our doors, giving our Korean beauty lovers across the Midlands a permanent space to shop their favourite K-beauty products."

The signing of PURESEOUL underscores Hammerson's strategy to "broaden the use and purpose of its destinations" through innovative brands, market first concepts and cultural partnerships.

It follows the announcement that LVMH-owned beauty brand Sephora is set to open at the shopping centre in November.

Toby Tait, Director of Asset Management at Hammerson, said: "We are continuing to broaden the use and purpose of Bullring & Grand Central and the introduction of PURESEOUL demonstrates how we are engaging our customers through regional-first brands.

"We’re going into autumn and winter with strong momentum and an exciting pipeline of high-profile new openings including Sephora, ZATA and the first Blank Street Coffee in the Midlands."