Pureseoul is the UK’s largest K-beauty specialist, and I visited their newest opening full of hidden gems and exclusive brands
Korean Beauty has blown up over the past few years, with everyone desperate to get their hands on viral buys from brands such as Tirtir, Medicube and Anua.
Although K-Beauty products have become far more accessible than in the past, thanks to major retailers such as Boots, Superdrug and LookFantastic, there are so many Korean brands out there that are hard to get hold of. Luckily, that’s where Pureseoul comes in. Established in 2019, they are the UK’s leading and largest K-beauty specialists.
Stocking exclusive brands that you can’t buy anywhere else in the UK, plus the viral favourites, they offer a gigantic range of skincare, beauty and fragrance. So I took a look around their newest store in Canary Wharf and was blown away by the amount of choice, it’s full of hidden gems.
Whether you’re after that dewy ‘glass skin’ glow, winter protection for sensitive skin, or just want to upgrade your daily routine,Pureseoul really is a one-stop shop for everything you need. Here’s everything on my wishlist…
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Milk Touch All-Day Skin Fit Milky Glow Cushion
If you love that dewy, lit-from-within finish, this cushion foundation is such a good find. It gives skin a fresh, natural glow without feeling heavy or greasy. It evens everything out and conceals any blemishes, while still letting the skin shine.
Medicube, Beauty of Joseon and Tirtir
Alongside some exclusive brands, Pureseoul stocks all the viral favourites as well.
First up is the Tirtir Cushion Foundation, which is known for its impressive coverage and staying power, blurring pores, redness and blemishes surprisingly well for a cushion formula. You get that “glass skin” finish without looking shiny. This cushion is also available to shop at Boots and LookFantastic.
Next up is Beauty of Joseon’s Ginseng Essence, which is a lightweight, watery formula packed with nourishing ingredients that help skin look brighter, plumper and more awake. This can also be shopped at LookFantastic and Cult Beauty.
Lastly, designed as dual-sided toner pads, the Medicube pads gently exfoliate while keeping skin hydrated and calm, making them ideal for everyday use.
The pads are infused with PHA, a mild exfoliating acid that helps remove dead skin cells without irritation, alongside panthenol to hydrate and strengthen the skin barrier, and madecassoside to soothe and reduce redness. Shop them at LookFantastic and Cult Beauty, alongside Pureseoul.
Abib Heartleaf Spot Pad Calming Touch
If your skin flares up at the slightest inconvenience, these are the pads you’ll want on standby. From Abib, they’re soaked in heartleaf extract, an ingredient loved in K-Beauty for its calming, redness-reducing benefits. They’re ideal for hormonal breakouts or for when your barrier feels stressed.
Shaishaishai Aloe PDRN Cooling Repair Cream
This cooling cream from Shaishaishai is all about repair and plumping, and features the viral ingredient: PDRN.
What exactly is PDRN? Used for years in Korean beauty and skincare clinics, PDRN (polydeoxyribonucleotide) helps support skin regeneration, boost elasticity and strengthen the skin barrier. It’s an ingredient derived from salmon DNA (salmon sperm to be exact) and is known for its calming properties, making it ideal for stressed, sensitive and post-breakout skin. Put simply, it can help stimulate collagen production and reduce the appearance of fine lines and wrinkles.
The texture of this cream feels lightweight and refreshing, but it still delivers proper hydration and moisture, making it ideal for irritated or post-breakout skin.
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