Korean beauty retailer Pure Seoul to open London flagship

The 3,000 sq ft store will open on Carnaby Street and marks Pure Seoul’s largest store so far spreading across two floors.

The flagship will open on June 12 and showcase over 2,000 products to include over 30 exclusive brands such as Torriden, Amuse and Romand.

It has been designed to be a cultural hub for discovery, education, and celebration and there will be new experiential features and a masterclass zone for workshops and a rotating pop-up space for “games and newness”.

Pure Seoul co-founder and creative director Gracie Tullio said: “What sets Pure Seoul apart is our unwavering commitment to authenticity. We don’t just stock K-beauty, we partner with brands, nurture them, and help them grow in a way that resonates with UK customers. This store is a love letter to the brands we believe in, and the customers who believe in us”.

Pure Seoul co-founder and chief executive Leslie Tang added: “What began as a small dream is now a platform shaping the future of Korean beauty.

“It’s been amazing to see how much impact we have had on the industry in the last few years, and our plans are more ambitious than ever to continue this offline expansion, inviting customers in-store to get hands-on experience with our exclusive, expert curations.”

Shaftesbury Capital director of retail leasing William Oliver added: “Pure Seoul 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.

“Pure Seoul is a great example of a retailer which 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.”