Korean beauty retailer Pureseoul has teased the opening of its debut Scottish store in Edinburgh, as well as expanding its partnership with Superdrug, Retail Week can reveal.
Speaking at Retail Week’s Digital Transformation Summit today (June 25), Pureseoul co-founder Gracie Tullio revealed the retailer will open its first Scottish store.
While she didn’t reveal when this would open, it forms part of its plan to open up to 30 stores in the next year, with 16 of its stores currently being in operation.
“We’re opening in Scotland, St James Quarter, which will be so fun,” Tullio revealed.
“We want to make ourselves as widespread as we can from an accessibility perspective. We’re looking for bigger stores as the pop-up and brand activation element is working really well. We want more spaces for brands to really play in the store.”
She added that they are looking to launch some “bigger footprint” stores before the end of the year.
Pureseoul’s exclusive Superdrug partnership, which saw it bring hundreds of items to 30 of the high street stores when it launched in October 2025, is also expanding.
Currently, Pureseoul sells a range of products in 64 stores, but Tullio said this will be extended to more stores next month.
“You can find a curated Pureseoul edit (in Superdrug). It plays into that credibility piece we’ve created as a voice of K beauty in the UK – even with a retailer like Superdrug that’s already got Asian beauty products in its stores, they still wanted something from Pureseoul.”
At the time of the original launch, Superdrug said it expected the partnership to roll out to 130 stores nationwide.
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