New K-Beauty Store Opening: Westfield White City

by Alethea Demetriou

Pureseoul’s expansion signals a new era of K-Beauty in the UK.

With the debut of Pureseoul's first expansion beyond the original Soho location, it showcases an exciting new era for K-beauty enthusiasts beyond central London.

Beginning as a humble online store in 2019, to thousands of products and three gorgeous boutiques in 2024, Pureseoul is truly at the forefront of bringing K-Beauty to the UK.

Exciting new aesthetic

With the expertly designed spaces showcasing brand-new aesthetics, Pureseoul invites you to immerse yourself in the calming sky-blue ambiance and step into an unparalleled K-beauty shopping experience. 

Surrounded by some of the biggest beauty retailers such as SpaceNK and Sephora, in Westfield White City we are truly at the heart of the beauty universe.

With over 1000 eager Korean skincare and makeup enthusiasts ready to shop before doors opened on the big day, Pureseoul’s prominence at the forefront of the UK K-beauty market shines through.


There was lots to look forward to with the store openings. The first 100 customers received exclusive goodie bags worth over £200!!

Generous prizes were on offer with spin-the-wheel, featuring an exciting range of rewards, from full-size products to enticing samples for customers to try before they buy, ensuring a super fun experience for all.

Attended by some of the most prominent names on #skincare socials, the exclusive influencer event included an evening of fun with tailored skincare advice from our in-store experts, goodie bags, cute cupcakes, and of course, lots of beautiful content creation.

Westfield’s opening showcased the super exciting debut of leading Korean beauty brands ISOI, Abib, beplain, and Aromatica.

From ABIB, notorious for their Korean-sourced heartleaf line, to award-winning beplain, Pureseoul is at the forefront of bringing the best Korean brands directly to you.

Exciting new brands to Pureseoul: byWishtrend, Dear Klairs, ISOI, beplain.

The No.1 destination to get your hands on super-viral Tik-Tok brands from the epic Beauty of Joseon to multi award-winning Hanskin. 

Pureseoul’s beautifully crafted new makeup counters showcase an exclusive range of curated product ranges, including Pureseoul's exclusive brands: LAKA and glow.

Featuring an extensive selection of sheet masks from top Korean brands, Pureseoul's collection offers an exciting variety of treatments, ranging from super calming and hydrating options to powerful anti-aging solutions.

Now offering an even larger selection of Korea’s finest haircare products from Aromatica, renowned for their sustainable production practices and aromatherapy-inspired formulations, to Pureseoul's exclusive UK partnership with Lador.

With these exciting additions to an ever-growing range of beauty products, Pureseoul proudly boasts one of the most extensive ranges of Korean haircare options available in the UK.

Pureseoul warmly welcomes you and are eagerly anticipating your visit to the three stunning locations of Soho, Westfield, and Oxford.

Come and say hi!

Address: 1223, Westfield Shopping Centre, Ariel Way, London, W12 7GA


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