Pureseoul brings best-in-class K-Beauty to Birmingham

K-Beauty store Pureseoul has officially made its Midlands debut at Birmingham's Bullring & Grand Central as the shopping centre embarks on a mission to grow its best-in-class beauty offering.

Located on Bullring’s middle level, Pureseoul's 800 sq ft unit showcases one of the brand’s largest make-up collections to date, including UK debuts from BBIA, Milk Touch and AOU.  Stocking over 900 different products across make-up, skincare and hair care, Pureseoul Birmingham stocks exclusive collaborations with famous K-beauty names like Torriden, Needly, Heveblue and Beplain.

The Bullring store features a dedicated wall of over 60 different types of sheet masks and a TikTok display highlighting viral bestsellers from social media.

Leslie Tang, CEO of Pureseoul, said: "Bullring & Grand Central has a reputation as a destination for regional firsts and experience-driven curation of brands. It is this combination that makes it the ideal location for our first-ever Midlands store and second outside of London.

"Expanding the Pureseoul brand into the Midlands has been a key priority for the business, especially given Birmingham is our second biggest market in the UK, and we are pleased to welcome our K-beauty lovers in the region to our brand-new experiential space."

Health and beauty transactions at Bullring & Grand Central have jumped 26% year-on-year, as Hammerson continues to strengthen its Birmingham city centre destination with best-in-class beauty. This includes Pureseoul's regional first and second store outside of London. In July alone sales in the category grew by 69% compared to the year prior, making it the best-performing category at the destination.

Katy Letch, Head of Leasing UK at Hammerson, commented: "From the all-encompassing luxury experience at Selfridges, premium wellness brands Kiehl’s and L’Occitane, to household names such as Boots and MAC, Bullring & Grand Central is the home of health and beauty in Birmingham. Customer appetite for beauty and wellbeing products reflects the demand we are seeing from premium brands including Pureseoul, Rituals and Sephora for quality and well-connected city centre destinations."