The light, airy blue hue of Pureseoul’s bricks-and-mortar stores is slowly but surely becoming an unmistakable icon for K-beauty on Britain’s high streets.
And the UK-based retailer’s desire to secure its position as the premier destination for South Korean skin care, make-up and fragrance in the region is only growing stronger in 2026.
Founded in 2019 by Leslie Tang, Gracie Tullio and Wing-Sze Tang, the “bedroom-based passion project” K-beauty retailer currently operates 15 UK stores – most recently opening its latest site in Bath on 22 May.
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Pureseoul has plans to double that number by the end of the year, and is well on track with an estimated five already under construction and three new leases signed for openings this summer.
“I think if we follow that trajectory, it is absolutely an achievable number for us to do this year,” says Tullio.
Although Tullio’s ambitions for the retailer are high, she is quick to clarify the misconception that there is a “massive Korean conglomerate” behind the business.
She adds: “There are no US stores, no massive parent company, and although our office is based in London – and we do have team members in Seoul (South Korea’s capital) – Pureseoul is very much a British-born classic bedroom start-up business.”
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