K-Beauty has finally made its debut in Wales with the opening of PURESEOUL.
Following three years of explosive growth, PURESEOUL is embarking on its most ambitious retail expansion yet, opening five new stores before Christmas across Cardiff, Newcastle, London, and a second location in Manchester. These weekly openings will take the total to 14 stores nationwide, solidifying PURESEOUL as one of the fastest- growing disruptors in UK beauty retail.
Since 2019, PURESEOUL has led the rise of Korean beauty in the UK — turning what was once a niche into a nationwide movement. The independent retailer works directly with over 70 brands, 35 of which are exclusive to PURESEOUL, offering the most authentic and diverse K-Beauty selection in the country.
PURESEOUL’s 500% year-on-year growth hasn’t come from big investors, it’s been powered by social buzz and a loyal community who line up overnight to be the first inside.
Each new space brings the brand’s signature experience to life with immersive design, exclusive brand takeovers, hands-on discovery, and over 1,000 K-Beauty products under one baby blue roof.
This expansion follows the launch of PURESEOUL’s Carnaby Street flagship, and alandmark partnership with Superdrug, which introduced dedicated PURESEOUL K-Beauty zones to 30 high street stores — a first-of-its-kind collaboration making real Korean skincare accessible nationwide.
Leslie, Co-Founder of PURESEOUL told us……
“This five-store expansion sets the tone for our next chapter of growth. In 2026 we’re doubling our footprint, strengthening our roots across the UK, and leading a cultural shift in how beauty is discovered.”
Helen Morgan, Centre Director at St David’s Cardiff, said…..
“It’s a very exciting time for new arrivals at St David’s, just in time for the festive shopping period, and we’re delighted to add PURESEOUL to our retail mix with its first-ever Welsh store. Hot on the heels of our Sephora opening and with so many exclusive brands now available in the centre, it’s a great time to be a beauty and skincare enthusiast.”
The rollout starts in Cardiff (November 20th), continuing with weekly across the UK through to Kingston in December. Tickets to each launch unlock access to PURESEOUL’s iconic goodie bags worth over £300.
