PURESEOUL

The contents of our makeup bag did not disappoint… 🤭

Anything catch your eye? 🩵

“babe what do I get for…?” 💬 say less. we’ve got you 💌

From snatched-looking skin to juicy Korean lips, these are the K-beauty recs we’d send straight back.

What beauty dilemma are you texting us about? 👀

Your skin’s current mood? We’ve got a mask for that 🫧

From deep hydration and barrier care to brightening, soothing and that bouncy glass-skin finish - swipe through to find your K-beauty mask match ✨

Which one are you reaching for? 👀

Products mentioned:
Luvum Global Glacial Marine Algae-PDRN Gel Mask
Biodance Bio Collagen Mask
Luvum Global Green Citrus Vitamin C Gel Mask
Abib Cosmetics Heartleaf Jelly Collagen Gel Mask
shaishaishai | 샤이샤이샤이 Aloe PDRN Mask
에딧비 EDIT.B Milk Gummy Mask

POV: you just accepted the best airdrop of the year 📲

28 K-beauty surprises. 28 days. One VERY exciting Advent Calendar 🎁 And now… you can finally see what’s inside 👀

THE FULL PRODUCT LINEUP:
⭐️ Anillo Eau De Parfum Mini (10ml)
⭐️ Cosnori Long Active Eyelash Serum
⭐️ Biodance Bio Collagen Real Deep Mask
⭐️ ISOI Brightening Gel Mask
⭐️ Hanskin Pink Lotus PDRN Hyaluron Glow Plumping Cream
⭐️ Dinto Polaris Shine Highlighter #071 Etoile Polaire
⭐️ Acropass Reti-RN Microneedle Patch (T-Shaped) – 4 Patches
⭐️ Narka Core Rebuild Hard Fix Hair Mascara
⭐️ Heveblue Black Yuja Bean Lifting Auto Eye Cream
⭐️ VT Red Booster Reedle Shot 100
⭐️ Ilso Deep Clean Master Natural Mild Clear Nose Patch Box
⭐️ Torriden DIVE-IN Low Molecular Hyaluronic Acid Serum (50ml)
⭐️ Milktouch Glow Up Collagen Lip Balm
⭐️ Sungboon Editor Deep Collagen Barrier Serum Mist
⭐️ Tiam B3 Niacin Sunscreen
⭐️ Abib Collagen Eye Patch Jericho Rose Jelly
⭐️ Luvum Glacial Marine Algae PDRN Serum
⭐️ Abib Collagen Gel Mask Heartleaf Jelly
⭐️ Sungboon Editor Deep Collagen Hyalu-B5 Hydrating Mask
⭐️ Keep In Touch The Black Plumper
⭐️ Medicube Zero Pore Pad
⭐️ Luna Long Lasting Setting Fixer
⭐️ SKIN1004 Madagascar Centella Hyalu-Cica Water-Fit Sun Serum SPF50+ PA++++
⭐️ Amuse Vegan Soybean Hand Cream
⭐️ Skybottle Perfumed Hair & Body Mist VanillaSky
⭐️ PINK VITA PDRN Bubble-Tox Ampoule
⭐️ Medicube Age-R Booster Pro Mini

☁️ CLOUD CLUB FIRST ACCESS: 17 SEPTEMBER
🎁 GENERAL RELEASE: 18 SEPTEMBER

Full release details, including exactly how to shop, will be shared next week 👀

Consider this your sign to set a reminder ⏰

A K-BEAUTY ICON IS COMING TO PURESEOUL... 💉💋

Meet the VT Reedle Shot 100, you’ll find her hiding in your PURESEOUL Advent Calendar 🗓️

But that’s not all... the Reedle Shot 100 is launching at PURESEOUL soon 👀

And tomorrow? We’re finally revealing EVERYTHING inside the Advent Calendar. Who’s ready? 🩵🤭

need some recommendations for brightening care? These are our top picks for evening skin tone and antioxidant boosting 💫

Products mentioned:
✨Torriden Global Cellmazing Brightening Mask
💛TIAM Vita B3 Mist Toner
✨에딧비 EDIT.B Daily Niacinamide Ampoule Mask
💛celimax.global Pore + Dark Spot Brightening Pad
✨한스킨 공식 인스타그램 Low pH Retinal Cream
💛SUNGBOON EDITOR Kojic Acid Niacinamide Brightenjng Ampoule

What’s your current fave product for brightening??

18 stores. One very good excuse to go K-Beauty shopping ⭐️ whether you’re restocking your holy grails, hunting down your next viral obsession or just having a mooch around… there’s a PURESEOUL near you 💋

Comment below your local PURESEOUL 🩵

We did it! 💗 Our 18th store is officially open in Edinburgh! None of this would be possible without you; our incredible community who show up, cheer us on and make everything we do so special.

From London to Edinburgh, and everywhere in between, we’re so lucky to be growing with you. Here’s to store number 18, and everything still to come 🥹

Edinburgh, consider this your K-beauty shopping list 🛍️✨

Our newest arrivals have landed, from glow-boosting serums and pore care to juicy lip glosses and very satisfying skincare. Save this for your next PURESEOUL run 👀 📍

Hmm, I think you need to wipe your lens..

Ah, that’s better! Introducing our 2026 K-Beauty Advent Calendar ✨

The wrapping is off, the secret is out and honestly… she was worth the wait 🥹🩵 inspired by the beauty of traditional Korean hanok architecture, from its graceful curves to the details that make every space feel so distinctly Korean.

Can you guess the products? 👀

24 doors. A whole lot of K-Beauty. And a little Seoul-inspired magic behind every one ✨

We can’t wait for you to open it with us 🎁