Yahoo Lifestyle Why thousands of fans camped outside Westfield for viral Korean beauty store opening: Get to know the brand
The UK's number one Korean beauty retailer, PURESEOUL, has just opened up its eighth brick and mortar in Westfield Stratford, London [Thursday 10 April] – and proving that the hype is well and truly real, social media videos show that fans camped outside the store, hours before its grand opening. That's some dedication to the cause!
As the 'Home of K-Beauty,' PURESEOUL's newest store in Stratford showcases an exclusive selection of over 1000 (!!) Korean skincare, makeup and haircare products, including cult-favourite brands like Medicube, Beauty of Joseon and Milk Touch. The new store joins its counterparts in Westfield White City (London), Birmingham Bullring, Manchester Arndale, Soho (London), Brighton, Oxford City and Cambridge.
The co-founder and CEO of PURESEOUL, Leslie Tang, said: "Since we opened our first store in 2022 on Charing Cross Rd, our customers have been asking almost daily for Stratford, making it one of our most requested locations of all time. Our unique offering of over 60 brands is perfectly matched to meet the growing demand for hands-on K-beauty shopping in the UK. After launching seven stores in just a year, we understand exactly what our customers want to see and how they interact with our concept."
Following the viral success of PURESEOUL's White City launch in 2023, which saw 1200 customers in line before the doors opened, the brand promised the first 200 customers who spent over £30 would receive an exclusive goodie bag worth over £300. This, naturally, led to unbelievably long queues.
A number of people have taken to TikTok to share videos of said queues:
As one fan writes in the comments section of the latter post: "It's not a brand as such but a retailer selling South Korean skincare products that you mostly can’t buy in the UK. It’s a bit like SpaceNK or Sephora but for Korean brands that are very popular now."
The exclusivity is real.
Will you be heading down to check out the new store? I know I will!
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