Brighton, known for its vibrant culture and welcoming attitude, is about to get even more colourful. Pure Seoul, a Korean beauty brand, is opening its first store in the city, promising to bring a wave of beauty trends straight from the heart of South Korea.
The retailer has signed a ten-year lease on the site of the former Kurt Geiger on Brighton’s North Street. The store, which will be the brand’s fourth in the UK, is set to open by the end of August. This comes as exciting news for beauty enthusiasts, as Pure Seoul offers a curated selection of almost 1,000 Korean skincare, haircare, and makeup products.
Pure Seoul began as an online store only five years ago and has since expanded to open physical stores in London Soho, Westfield White City, and Oxford. The brand’s rapid expansion is a testament to the growing popularity of Korean beauty products, often referred to as K-Beauty.
Sali Hughes, Brighton resident and beauty journalist, shared her excitement on Instagram about the new shop. Gracie Tullio of Pure Seoul echoed this sentiment, stating, “We are dedicated to being the UK’s top destination for Korean beauty. Our team works closely with brands to handpick the best and trendiest products, ensuring a completely curated and unique product offering for our customers.”
The store’s location, with one of the busiest footfalls in the city, is ideal for introducing K-Beauty to Brighton. Claire Yeadon, asset manager at Redevco, which owns Hannington’s Estate, expressed delight that Pure Seoul is joining them, calling it a truly inspiring brand.
This new addition to Brighton’s retail scene is sure to be a hit with locals and visitors alike, adding to the city’s reputation as a hub for unique and exciting shopping experiences. So, Brighton beauty lovers, get ready to explore the world of K-Beauty right on your doorstep!
Image: Andrew Gardner / The Argus
