Pureseoul, the UK's largest Korean beauty brand, has opened its first ever store in Scotland. The doors to the new Edinburgh location in the St. James Quarter officially opened this morning (Friday, August 21), marking the firm's 17th store in the UK.
The store is situated just across from fellow cosmetics giant Sephora in the capital's busy shopping centre. Doors were opened to all ticketholders at 10:30am, with the general public able to enter from 12pm.
Over 1,000 products and in-store services
Shoppers will find more than 1,000 trending and cult-favourite products lining the shelves, separated by categories for easy navigation. Sections are dedicated to sheet masks, targeted treatments, skincare, cosmetics and beauty tools, with brands including Medicube, Torriden, Abib and Beauty of Joseon.
Beyond products, the Edinburgh store offers a range of in-store services, including skincare advice from professionals and personalised product recommendations. To celebrate the grand opening, Pureseoul has packed the day with activities, including a 'lucky dip' where anyone spending £10 or more is in with the chance to win a prize.
Expansion roadmap
Leslie Tang, CEO & Founder of PURESEOUL, said: "We're incredibly excited to be bringing PURESEOUL to Edinburgh and opening our first store in Scotland."
"The demand for PURESEOUL continues to grow across the UK, and St James Quarter is the perfect location for us to introduce even more customers to our exclusively curated Korean beauty offering. Edinburgh has been one of our most requested locations for some time, so opening here feels like a natural next step for us. We're looking forward to becoming part of the local community and welcoming both new and existing customers through our doors."
Dubbed "the home of K-beauty", Pureseoul was founded in 2019 as an online store with just five brands. As of today, it has become the UK's top-rated and largest Korean beauty store, with more than 70 brands available. The expansion follows a 'roadmap' that includes "a pipeline of carefully selected locations that mirror the same high-value characteristics: strong footfall, cultural alignment, and appetite for premium beauty experiences."
Another beauty milestone for St. James Quarter
The opening marks another exciting beauty milestone for Edinburgh's St. James Quarter, following the arrival of Sephora, which initially marked the first in the country and sparked massive queues. The French firm has since expanded, opening its second branch in Glasgow's Silverburn a few weeks ago, though the shopping centre advised no overnight queuing was allowed.
