Carnaby Street will welcome a new addition this June as PURESEOUL opens its largest store to date in Shaftesbury Capital’s Soho estate. Spanning 3,000 sq ft across two floors at 11–12 Carnaby Street, the store will offer over 2,000 Korean beauty products, including more than 30 exclusive brands such as Torriden, AMUSE, and Romand.
Designed to merge Korean retail concepts with the energetic spirit of Carnaby, the flagship will also include a multi-use ground floor area that can host pop-ups, skincare workshops, and other brand-led events. Positioned as a space for both retail and cultural discovery, it reflects a growing trend for experiential shopping.
William Oliver, Director of Retail and Restaurant Leasing at Shaftesbury Capital, said: “PURESEOUL selecting Carnaby Street as the home of its flagship and largest store to date speaks volumes about the appeal of our neighbourhood, and how we resonate with next-generation, culturally-driven brands. PURESEOUL is a great example of a retailer which has been able to fuse the authenticity of Korean beauty and culture, offering the latest trends and experience-driven shopping, whilst encouraging curiosity amongst new consumers, and they will be right at home alongside our brand mix.”
Joining a well-established mix of beauty and wellness brands including Grown Alchemist, MALIN + GOETZ, Sculpted by Aimee, Aesop, and Byredo, PURESEOUL will add further depth to the area’s expanding beauty offer. The announcement follows the recent opening of Autry on Beak Street, marking the brand’s first UK store and reinforcing Soho’s continued draw for international and trend-driven labels.
Leslie Tang, CEO of PURESEOUL, added: “What began as a small dream is now a platform shaping the future of Korean beauty. It’s been amazing to see how much impact we have had on the industry in the last few years, and our plans are more ambitious than ever, inviting customers in-store to get hands-on with our exclusive, expert curations.”
