Store gallery: Korean beauty retailer Pure Seoul opens in new London location

The eighth Pure Seoul store opened today (April 10) in Westfield Stratford as it continues its acceleration of retail expansion across the UK.

Retail Week was invited to the store’s launch and got to view an extensive collection of over 1000 Korean skincare, makeup, and hair care products with insight into Korea’s beauty trends.

The group works with over 60 brands such as Torriden, Celimax, and Milk Touch, and said it’s becoming an “ultimate destination for authentic K-Beauty”.

One colleague told Retail Week that the Milk Touch all-day glow cushion foundation sold out within two days in one of its UK stores.

Pure Seoul has doubled its bricks-and-mortar presence in the past six months, with sites now in Westfield Stratford, Westfield London, Birmingham Bullring, Manchester Arndale, London’s Charing Cross Road, Westgate Centre Oxford, North Road in Brighton, and Lion Yard in Cambridge.

It is also due to open a store on London’s Carnaby Street this year.

The first 200 customers at the Westfield Stratford store who spend over £30 will receive an exclusive goodie bag worth over £300.

Pure Seoul chief executive and co-founder Leslie Tang said: “Since we opened our first store in 2022 on Charing Cross Road, 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.”

Co-founder and creative director Gracie Tullio added: “There is no one doing beauty retail like Pure Seoul—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.”