Korean beauty retailer PURESEOUL has opened its new flagship store in London’s Carnaby Street, establishing a major physical presence in one of the city’s most recognised shopping destinations. The two-storey space is the brand’s ninth store and signals a significant moment for the UK’s growing K-Beauty sector.
Situated in the heart of the West End, the flagship offers more than 2,000 products from over 60 Korean brands. Of these, 35 are exclusive to PURESEOUL in the UK. The store’s layout is designed to support discovery and education, catering to both longstanding K-Beauty customers and those new to the category.
Unlike its traditional beauty retail formats, the Carnaby location introduces interactive discovery zones, offering a more hands-on experience. Plans are already in motion for community events and seasonal brand activations over the coming months, underscoring PURESEOUL’s commitment to community-driven programming.
“This flagship represents everything we’ve been working towards because it’s not just a store, but a destination that brings together community, culture, and the very best of Korean beauty,” said Gracie Tullio, Creative Director and Co-Founder.
The design and curation reflect PURESEOUL’s broader retail strategy, which blends product range with in-store guidance. Staff are trained to provide informed recommendations, encouraging visitors to learn more about the techniques and traditions behind Korean skincare and cosmetics.
Carnaby Street’s blend of heritage and footfall makes it a strategic choice for PURESEOUL, reinforcing the area’s appeal to both local shoppers and international visitors. The store adds to the growing roster of experiential retailers in the district, contributing to the West End’s continued revival.
