Pureseoul brings K-Beauty to Cambridge as part of UK expansion

As K-Beauty continues to boom, thanks to TikTok's virality, specialist retailer Pureseoul is on the hunt to expand its UK presence. Following its recent store openings in Manchester, Brighton and Birmingham, the Korean Beauty retailer is set to open its first store of 2025 in Cambridge.

The new store, which opens on 13 March, will be located in the heart of Cambridge at Lion Yard. The opening marks Pureseoul's first store presence in the East of England.

Over the past six months, the retailer has doubled its offline presence, opening three new stores in Brighton, Birmingham Bull Ring and Manchester Arndale to expand its reach to thousands of K-Beauty lovers across the nation.

The newest Cambridge store will offer a carefully curated selection of over 1000 iconic Korean beauty and skincare products, showcasing the latest K-beauty trends and must-haves. The public is invited to celebrate the occasion and experience Pureseoul’s K-Beauty wonderland firsthand. On opening day, the first 100 customers will be gifted a welcome goodie bag of Pureseoul’s newest and most-loved products with any £30 purchase, worth over £300.

Gracie Tullio, Co-founder and Creative Director of Pureseoul, said: "Opening in Cambridge is a huge moment for Pureseoul as the first of many new stores in 2025. After the incredible response to our Oxford store in 2023, we just knew that we had to make Cambridge happen too!

"Pureseoul has always been about more than just skincare, it’s about building a community for UK K-Beauty fans. We’re excited to bring that same energy to the city and for the first time create a space in the East where people can discover, learn, and fall in love with K-Beauty just like we did."

At Pureseoul, customers will find an extensive selection of products across make-up, skincare and hair care, featuring exclusive brands such as Torriden, Celimax, Rom&nd, and Milk Touch.

Felicity Loftus, Marketing Team Lead, added: "It’s exciting to be opening in a city like Cambridge that’s known for its history, innovation, and bright student community and we can’t wait to add our K-Beauty magic to the mix.

"To celebrate, we’re bringing the full Pureseoul experience to Cambridge with one of our iconic opening days, featuring our viral goodie bags and thousands of extra gifts for everyone who stops by."