PURESEOUL

As the 'Home of K-Beauty,' PURESEOUL has an exclusive selection of over 2000 Korean skincare, makeup, and hair care products, curated with expert insight into Korea’s beauty trends. Working directly with over 60 cult-favourite brands like Torriden, Celimax, and Milk Touch, PURESEOUL leads the market in being the ultimate destination for authentic K-Beauty.

PURESEOUL’s highly anticipated flagship store in one of London’s most iconic shopping districts, Carnaby Street, marking a new era for Korean beauty in the global market. Taking a nod from Korean retail trends and the playful themes of Carnaby Street, the flagship has been designed as a cultural hub for discovery, education, and celebration. New experiential features encourage brands to bring a slice of Seoul in store with a dedicated masterclass zone for expert workshops, as well as a rotating pop-up space packed with games and newness.