Pureseoul to open landmark flagship on Soho’s Carnaby Street
Pureseoul is set to open a flagship store on London’s Carnaby Street next month.
Spanning 3,000 square feet, it will be the K-beauty retailer’s largest shop to date following eight previous openings.
Subscribe to TRBThe store will stock over 2,000 products, including more than 30 exclusive brands such as Torriden, Amuse, and Romand. It will also feature a multi-use area on the ground floor, designed to transform into an activity space for rotating pop-ups and expert-led skincare workshops.
This new addition will further enhance Soho’s beauty and wellness offering, which includes brands such as Grown Alchemist, Malin + Goetz, Sculpted by Aimee, Aesop and Byredo.
Leslie Tang, chief executive of Pureseoul, said: “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, inviting customers in-store to get hands-on with our exclusive, expert curations.”
Gracie Tullio, co-founder and creative director of Pureseoul, added: “What sets Pureseoul 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.”
The news follows the recent arrival of the Autry unisex sneaker brand in Soho with the opening of a new store at 61-63 Beak Street.
