'Viral skincare products and cutesy decor' - We got a first look at Birmingham Bullring's new K-Beauty store Pureseoul

We got a first look at PURESEOUL in Birmingham, the UK’s leading K-Beauty store, which is set to open at Bullring & Grand Central.

This exciting launch marks the brand’s debut in the Midlands and is only its second store outside of London. Situated on the middle level of Bullring, PURESEOUL’s 800 sq ft store will feature an extensive range of over 900 products, including make-up, skincare, and hair care items.

With the grand opening scheduled for October 11 at 11am, here are my initial impressions of this new K-Beauty haven.

Q: What was your first impression upon entering PURESEOUL at Bullring?

A: Walking into PURESEOUL at Bullring was like stepping into K-Beauty havenl The store’s signature blue-hued and cloud décor aesthetic immediately caught my eye, creating a serene and inviting atmosphere, The layout was thoughtfully organized, making it easy to navigate through the extensive range of products.

Q: How would you describe the store’s ambiance and design?

A: The ambiance is both modern and calming, with a very cutesy vibe that adds to its charm. The store features sleek, minimalist design elements that highlight the products beautifully.

The dedicated wall of over 60 different types of sheet masks was particularly impressive.

Everyone who had the first look at the store mentioned it had a very soft and calming vibe due to the decor, which plays into the overall experience of a small, cozy K-beauty store.

Q: What types of products are available at PURESEOUL, and which ones did you find most interesting?

A: The variety was astounding! From skincare to makeup and hair care, PURESEOUL offers over 900 different types of products. I was particularly drawn to the exclusive collaborations with famous K-beauty brands like Torriden, NEEDLY, and Beplain. The UK debuts from BBIA, Milk Touch, and AOU were also exciting to see.

The store also features a range of products that cater to different skin types and concerns, making it a one-stop-shop for all things K-beauty.

Q: Did you have any interactions with the staff? How was the customer service?

A: The staff were incredibly knowledgeable and friendly. They offered personalised skincare advice, which was very helpful. It was clear they were well-versed in Korean beauty trends and products, making the shopping experience even more enjoyable. They took the time to understand my skin concerns and recommended products that would best suit my needs. Their enthusiasm and expertise added a personal touch to the visit.

Q: What makes PURESEOUL stand out from other beauty stores?

A: PURESEOUL stands out due to its focus on Korean beauty products and its ability to bring the latest trends directly from Seoul to Birmingham. The store’s aesthetic, product range, and the expertise of the staff create a unique shopping experience that is hard to find elsewhere.

The cutesy vibe and the calming decor make it a pleasant place to shop, there was also a thought wall for customers to write about ‘what they would like to achieve by the end of the year’ which was unique and lovely touch to store championing the self-care vibe.

The exclusive product collaborations also ensured that there is always something new and exciting to discover.

Leslie Tang, CEO of PURESEOUL, said: “Birmingham is our second biggest market in the UK, despite not having a physical presence up to now, so opening a store in a leading location has long been a strategic goal. We knew we needed a high-profile, impressive space for our regional debut, and we have that and more in Bullring & Grand Central. This is a major milestone for PURESEOUL, and we are eager to open our doors, giving our Korean beauty lovers across the Midlands a permanent space to shop their favourite K-beauty products.”

Q: Would you recommend visiting PURESEOUL at Bullring?

A: Absolutely! Whether you’re a K-beauty enthusiast or just curious about trying new skincare and makeup products, PURESEOUL at Bullring is definitely worth a visit. The store offers a unique blend of high-quality products and exceptional customer service that makes it a standout destination in Birmingham. The cozy, calming atmosphere and the extensive range of products make it a delightful place to explore and shop.

The signing of PURESEOUL follows the announcement that LVMH-owned beauty brand Sephora is set to open its sixth UK store in Bullring in November, alongside a newly upsized Zara. New openings this year include immersive football concept TOCA Social, Swiss watchmaker Swatch, global footwear specialists Clarks, and Instagram bakery phenomenon Cinnabon.

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