As of today, K-beauty has taken over Carnaby Street. Pure Seoul, the UK’s fastest-growing Korean beauty retailer, just opened the doors to its largest store yet — a sleek, two-floor flagship nestled between fashion favourites and coffee pit stops.
This isn’t just another skincare store. With over 2,000 products across dozens of brands (including over 30 exclusive brands with the likes of Torriden and Romand), the space reads more like a curated edit than a crowded retailer.
Since launching online in 2019, Pure Seoul has become the go-to destination for K-beauty lovers. And now, with ten locations across the UK – including this new Carnaby Street flagship – the brand is bringing that thoughtful curation to life in its most immersive setting yet.
Step inside and you’re met with baby blue walls, cloud-like ceiling sculptures, and soft diffused lighting that feels more like a skincare dreamscape than a conventional store. There’s also space for community pop-ups and events, adding to the sense that this isn’t just about shopping, but about discovery.
We stopped by this week just before it launched to the public to take it all in – and a few products stood out for their intriguing ingredients, unexpected textures, and, in one case, packaging so chic we’d buy it for the jar alone.
1. Celimax The Vita-A Retinol Shot Tightening Serum
£21.90 – Buy here
Retinol can be intimidating — all the promise of smoother skin, but none of the patience for peeling and flare-ups. This beginner-strength serum (0.1% retinol) from Celimax looks like a gentler introduction. The formula uses a unique A-shot formula with over 162,000 micro-sized particles, mixed with a concentrate of active ingredients. It’s lightweight, non-fragranced, and stripped back – perfect if you want to build retinol into your routine without the side effects (just a bit of a tingling sensation).
2. Beauty of Joseon Red Bean Refreshing Pore Mask
£20.90– Buy here
Beauty of Joseon has been a breakout name in recent years thanks to its fusion of traditional Korean ingredients and modern textures. This mask caught our attention for its use of Haenam red bean extract. Red bean extract is naturally rich in saponins, which help absorb excess oil without stripping moisture. Think of it as a soft clay mask for people who hate clay masks. It spreads smoothly, rinses clean, and comes in a generous 140ml jar. Great if your skin leans oily or congested but still craves comfort.
3. Medicube Collagen Jelly Cream
£27.90 – Buy here
Texture-wise, this is skincare ASMR. The bouncy, jelly-like consistency is meant to sink in fast and leave your skin with that coveted plump finish. The formula leans on hydrolysed nano collagen, niacinamide, and squalene – a trio that hydrates, smooths, and strengthens the skin barrier. Medicube’s clinical roots mean the formula is focused, but the sensorial payoff is pure joy. If you’ve been hunting for a new spring-summer moisturiser, this could be an interesting option.
4. Dr. Althea Rapid Firm Sculpting Cream
£31.80 – Buy here
First, let’s take a moment to appreciate the jar. Smoky marbled glass with weight to it — it looks like it belongs on your vanity next to a Diptyque candle. Inside is a silky cream with six types of hyaluronic acid (yes, we didn’t know there were that many variants either), and a blend of botanical extracts, including Korean-grown Edelweiss extract and beta-glucan mushroom. It promises to firm and smooth, and but the packaging alone makes it a shelf-display piece.
5. Beplain Mung Bean Cleansing Collection
- Cleansing Balm (£16.90) – Buy here
- Cleansing Oil (£19.90) – Buy here
- Cleansing Foam (£18.90) – Buy here
Mung bean doesn’t have the glamour of, say, ginseng or green tea — but in Korean skincare, it’s a staple for a reason. It’s packed with antioxidants, helps reduce inflammation, and has a gentle clarifying effect that makes it ideal for sensitive skin. Beplain’s line gives it space to do what it does best, across three cleansing formats. The oil is pared-back and light; the balm includes crushed mung beans for a bit of texture; and the foam skips the harsh surfactants in favour of a soft, balanced clean.
Pure Seoul’s Carnaby flagship feels less like a shop and more like a love letter to Korean skincare – just so many incredible products, and not a single misplaced bottle. Definitely worth a visit, but be warned: you’ll walk out with at least one moisturiser you didn’t plan to buy.