Korean beauty retailer Pureseoul calls itself the UK’s “home of K-Beauty”. Since launching online in 2019, it has rapidly expanded its physical presence with a London flagship and boutiques in Manchester, Brighton, Cambridge, Oxford and Birmingham. It now stocks over 70 brands and 2,000 SKUs across nine stores, specializing in Korean-born brands, including Anua, Torriden, Beauty of Joseon and Tocobo.

Co-founded by former Bloomberg fintech executive Leslie Tang, makeup artist Wing Sze Tang and illustrator Gracie Tullio, Pureseoul’s mission, according to the team, is to make Korean beauty accessible to UK shoppers. The business, headquartered in London, doubled its headcount from 150 to 300 in the past year, with plans to open 15 more stores in 2026. Tang believes a total of 30 will be en

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