PURESEOUL has launched an exclusive K-Beauty Mini Mart at Primark, introducing a curated collection of Korean skincare and make-up brands to the retailer this September.
Inspired by the growing “mini mart” beauty trend in Korea, the collaboration brings together established K-beauty names with a new generation of more accessible sister brands. The concept has been curated by PURESEOUL specifically for Primark, with the entire collection exclusive to the retailer.
The range includes Dermablock by CELL FUSION C, The Essential by Ariul, First Edition by Sungboon Editor, by Realbarrier, Dropbe by The Saem and Dear Thing by Milktouch, alongside products from The Saem itself.
The sister-brand approach allows established Korean beauty businesses to introduce more accessible ranges while retaining a connection to the expertise and product development of their parent brands. The collection spans skincare and make-up, including everyday essentials, targeted treatments and barrier-focused products.
“We are so excited to partner with Primark for the launch of our K-Beauty Mini Mart. In Korea, many of our brand partners are creating ‘mini’ or ‘sister’ brands to meet the growing demand for more accessible K-Beauty, and we saw an opportunity to curate this for the UK. There is no better partner than Primark for this concept. It allows us to combine PURESEOUL’s deep K-Beauty expertise with a retailer that champions value, accessibility and an ever-growing beauty offering.
Leslie Tang, CEO of PURESEOUL
The range is completely exclusive to Primark, giving customers something genuinely unique while allowing us to build on the work we’ve been doing to introduce, educate and grow K-Beauty in the UK since 2019. We can’t wait to see customers discover these brands and products for the first time”
The collaboration extends PURESEOUL’s reach beyond its own retail estate, which has continued to expand across the UK, including the opening of its first Scottish store at Edinburgh’s St James Quarter in August 2026.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
