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Beauty retailer Pure Seoul has made its Midlands debut with the opening of a new location at Bullring and Grand Central.
The news comes as health and beauty transactions at the shopping destination have jumped 26% year-on-year.
Located on Bullring’s middle level, the 800 sq ft K-Beauty store showcases one of the brand’s largest make-up collections to date, with UK debuts from BBIA, Milk Touch and AOU.
Stocking over 900 different types of products across make-up, skincare, and hair care, Pure Seoul Birmingham stocks exclusive collaborations with famous K-beauty names like Torriden, Needly, Heveblue, and Beplain.
Staff specialising in Korean beauty are also on hand to offer personalised one-on-one skincare advice to customers in store.
Designed to reflect the brand’s blue-hued aesthetic, the Bullring store features a dedicated wall of over 60 different types of sheet masks and a TikTok display highlighting viral bestsellers from social media.
Leslie Tang, CEO of Pure Seoul, said: “Bullring and Grand Central has a reputation as a destination for regional firsts and experience-driven curation of brands. It is this combination that makes it the ideal location for our first-ever Midlands store and second outside of London.
“Expanding the Pure Seoul brand into the Midlands has been a key priority for the business, especially given Birmingham is our second biggest market in the UK, and we are pleased to welcome our K-beauty lovers in the region to our brand-new experiential space.”
Katy Letch, head of leasing UK at Hammerson, added: “From the all-encompassing luxury experience at Selfridges, premium wellness brands Kiehl’s and L’Occitane, to household names such as Boots and MAC, Bullring and Grand Central is the home of health and beauty in Birmingham.
“Customer appetite for beauty and wellbeing products reflects the demand we are seeing from premium brands including Pure Seoul, Rituals and Sephora for quality and well-connected city centre destinations.”
