Brighton's new Korean beauty store will sell TikTok viral brands

Pure Seoul will open in Brighton’s North Street next month after the retailer signed a ten-year lease on the site of the former Kurt Geiger.

The shop, which will be the brand’s fourth UK store, will open by the end of August.

It will offer a curated selection of almost 1,000 Korean skincare, haircare and makeup products. 

The brand began as an online store only five years ago and has since expanded to open physical stores in London Soho, Westfield White City and Oxford.

Sali Hughes, Brighton resident and beauty journalist, shared a picture of the storefront to her Instagram page and said it was "exciting" to see the plans for the new shop.

READ MORE: Store shuts its doors for final time in another blow to high street

Pure Seoul will open in August (Image: Andrew Gardner / The Argus)

Gracie Tullio of Pure Seoul said: “We are dedicated to being the UK’s top destination for Korean beauty. Our team works closely with brands to handpick the best and trendiest products, ensuring a completely curated and unique product offering for our customers.

“When we discovered this charming corner location with one of the busiest footfalls in the city, we immediately felt it was the ideal spot to introduce K-Beauty to Brighton. We have been on the hunt for a store here for over a year, as the city’s vibrant culture and welcoming attitude are perfect for us.

"We are so thrilled to finally connect with our South of England customers.”

Pure Seoul takes the place of the unit left empty by Kurt Geiger (Image: Hanningtons)

Claire Yeadon, asset manager at Redevco, which owns Hannington’s Estate, said: “Since acquiring the Hanningtons Estate in 2015, Redveco has invested heavily in the infrastructure, design and configuration of the shops on North Street.

“We have attracted major brands such as Joe and the Juice, Watches of Switzerland and Hotel Chocolat.

“We’re delighted that Pure Seoul is joining us - a truly inspiring brand.

“Every unit within Hanningtons is either occupied or under offer, which is testament to the strength of the location and its growth as Brighton’s new retail and cultural quarter. We have welcomed, incubated and supported the growth of small independent local businesses such as Stanley Road Store, as well as working with major high street brands to meet their growing and changing needs.”