Pureseoul brings K-beauty to Stratford amid rapid store expansion

Korean beauty retailer Pureseoul is on a mission to make K-beauty mainstream. After opening seven stores across the UK in just a handful of years, it is accelerating nationwide retail expansion by bringing beauty straight from the streets of Seoul to London's Westfield Stratford on 10 April. 

Pureseoul's newest store in Stratford will showcase an curated selection of over 1000 Korean skincare, makeup and hair care products including cult-favourite brands like Torriden, Celimax and Milk Touch.

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.

Leslie Tang, co-founder of Pureseoul, said: "Since we opened our first store in 2022 on Charing Cross Rd, our customers have been asking almost daily for Stratford, making it one of our most requested locations of all time. Our unique offering of over 60 brands is perfectly matched to meet the growing demand for hands-on K-beauty shopping in the UK. After launching seven stores in just a year, we understand exactly what our customers want to see and how they interact with our concept."

Back in 2023, the brand opened its second store at White City, causing a flurry of over a thousand customers lining up to be the first in the doors on opening morning. This momentum is expected to continue at Stratford, so, the brand is promising the first 200 customers who spend over £30 will receive an exclusive goodie bag worth over £300.

Gracie Tullio, co-founder and Creative Director of Pureseoul, added: "There is no one doing beauty retail like Pureseoul- we have merged everything we love about shopping in Korea with the freedom and creativity of a boutique beauty shop.

"Our goal has always been to create a space that not only provides the best in K-Beauty but also encourages our customers to ask questions, try new products and connect with new and exciting brands straight from the streets of Seoul."