Spread across two floors, the new flagship store will feature over 2,000 curated products, including more than 30 exclusive brands such as Torriden, AMUSE, and Romand.
Pureseoul to open largest store yet on Carnaby Street
Sophie Smith
22 May 2025
Korean beauty retailer Pureseoul is opening a new flagship store on London's Carnaby Street, marking a major milestone in its ongoing expansion.
Following the launch of eight UK stores, the new 3,000 sq ft location represents the company's largest retail space to date.
Inspired by contemporary Korean retail trends and the vibrant spirit of Carnaby Street, the space has been designed as a cultural hub for discovery, education, and celebration.
As part of this, Pureseoul will also introduce experiential features that invite brands to bring a touch of Seoul to the store, including a masterclass zone for expert workshops and a rotating pop-up space packed with games and newness.
Leslie Tang, co-founder and Chief Executive at Pureseoul, said: "What began as a small dream has grown into a platform that’s helping shape the future of Korean beauty
"It’s been amazing to see the impact we’ve had on the industry over the past 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 12 June, Pureseoul expects strong interest from its community, following recent store launches - such as Westfield Stratford, which attracted more than 1,000 visitors.
The new store will become part of Soho’s growing beauty and wellness offer, complementing existing brands like Grown Alchemist, Malin + Goetz, Sculpted by Aimee and Byredo.
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said: "Pureseoul selecting Carnaby Street as the home of its flagship and largest store to date speaks volumes about the appeal of our neighbourhood, and how we resonate with next-generation, culturally-driven brands.
"Pureseoul is a great example of a retailer that has been able to fuse the authenticity of Korean beauty and culture, offering the latest trends and experience-driven shopping, whilst encouraging curiosity amongst new consumers, and they will be right at home alongside our leading brand mix."
