PURESEOUL opens debut Welsh store at St David’s
Korean beauty retailer PURESEOUL has opened its 10th store and its first in Wales at St David’s Shopping Centre in Cardiff.
The opening of PURESEOUL’s Cardiff store – which is its first outside of England – follows the brand’s launch of its multi-storey flagship on London’s Carnaby Street earlier this summer, and continues a year of rapid expansion for the brand.
Leslie Tang, co-founder and CEO of PURESEOUL, said: “Our offline rollout is accelerating, and this store marks the beginning of our next phase – expanding strategically, but at pace, across the UK. Every location we open is 100% driven by our customers’ voices. We’re listening, we’re moving quickly, and we’re aiming for 30 stores by the end of 2026.”
Helen Morgan, Centre Director at St David’s Cardiff, added: “Our guests have been keen to see more K-beauty brands here at St David’s, so we’re delighted that PURESEOUL will be joining the centre later this year. PURESEOUL’s line-up of trend-led and trusted Korean beauty brands is the perfect complement to our existing health and beauty mix and is set to offer a great experience to Cardiff shoppers.”