21-05-2025
Pureseoul Carnaby opening will be its biggest store yet
Korean beauty brand Pureseoul has become the latest retailer set to open a flagship store on Soho's popular Carnaby Street, marking its largest UK location to date.
It will be joining the Shaftesbury Capital-owned street in June, with the 3,000 sq ft, two-floor store, stocking over 2,000 curated products. Among those will be 30+ exclusive brands such as Torriden, Amuse, and Romand, 'making this store one of Europe's largest K-Beauty collections', the retailer said.
'Nodding to Korean retail trends and Carnaby Street's playful heritage', the flagship has been designed as a 'cultural hub for discovery, education, and celebration'.
It promises to deliver 'a range of new, experiential features', including a multi-use area on the ground floor with a fully flexible fit-out. This means it can be transformed into an activity space for rotating pop-ups and workshops focused on skincare, as well as additional retail, it said.
Leslie Tang, CEO of Pureseoul, 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.'
William Oliver, director of Retail Leasing at Shaftesbury Capital, also said: '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.'
It joins Soho's growing beauty and wellness offer, complementing the likes of Grown Alchemist, Malin + Goetz, Sculpted by Aimee, and luxury cosmetics/fragrance brands such as Aesop and Byredo.
