K-Beauty brand PURESEOUL to open at Bullring

Korean beauty brand PURESEOUL is set to make its Midlands debut at Hammerson’s Bullring & Grand Central in Birmingham.

Opening in September, the 800 sq ft store will be located on Bullring’s middle level, and will be the brand’s second location outside of London.

The store will stock over 900 different products across make-up, skincare, and haircare, and will also offer personalised skincare advice from staff specialising in Korean beauty.

Toby Tait, director of asset management at Hammerson, said: “We are continuing to broaden the use and purpose of Bullring & Grand Central and the introduction of PURESEOUL demonstrates how we are engaging our customers through regional-first brands. We’re going into autumn and winter with strong momentum and an exciting pipeline of high-profile new openings including Sephora, Zara and the first Blank Street Coffee in the Midlands.”

Leslie Tang, CEO of PURESEOUL, added: “Birmingham is our second biggest market in the UK, despite not having a physical presence up to now, so opening a store in a leading location has long been a strategic goal. We knew we needed a high-profile, impressive space for our regional debut, and we have that and more in Bullring & Grand Central. This is a major milestone for PURESEOUL, and we are eager to open our doors, giving our Korean beauty lovers across the Midlands a permanent space to shop their favourite K-beauty products.”

PURESEOUL’s signing follows the announcement that beauty brand Sephora is set to open its sixth store in the UK at Bullring in November, alongside a newly-upsized Zara. Other new openings this year at the scheme include include immersive football concept TOCA Social, Swiss watchmaker Swatch, global footwear specialists Clarks, and bakery Cinnabon.