I have been shopping from PureSeoul since they opened in my town, both in person and online...and in general I think they are a great company with good service. However my most recent online order... See more
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Review summary
Created with AI, based on recent reviews
What people talk about most
Reviews shaping this summary
I’m giving this store five stars, the service was thoughtful, personalised, and genuinely welcoming. I felt looked after the entire time. I did scan products using Yuka, and overall the ratings here a... See more
My last two purchases were in the Carnaby Street Shop and the staff was very helpful. When someone couldn’t be of assistance with something they sent me to someone better prepared to show me a produ... See more
I really like Pureseoul because they always have staff that know what they're selling and which products they have in the store. I don't live in UK but visit your stores in London and Oxford each time... See more
Company details
Written by the company
Welcome to PURESEOUL – the UK's No.1 destination for all things K-Beauty since 2019! 🇰🇷 As the nation's leading Korean Cosmetic specialist, we offer over 1000 hand-picked beauty products from more than 50 brands – the largest selection of authentic Korean skincare, makeup, and hair care products in the United Kingdom. 🇬🇧 But wait, there's more! We don't just exist in the virtual world; we have super aesthetic offline stores across the UK (including London, Oxford City, and Westfield Mall) where you can experience the best of K-beauty IRL. Come by, say hi, and try out your next beauty obsession at one of our baby blue wonderland boutiques ✨ Did we mention we're the most trusted K-Beauty store in England? With over 5,000 5-star reviews, you can trust us to pick the best goodies for you. Whether you're a skincare pro or a beauty newbie, PURESEOUL is your friendly guide to all things glass skin. Are you ready to discover the world of K-Beauty with us? Let's do this! 💙
Contact info
70 Charing Cross Rd, London , WC2H 0BJ, London, United Kingdom
- team@pureseoul.co.uk
- www.pureseoul.co.uk
4.4
Excellent
11K reviews
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Products are great and shipped quickly
Products are great and shipped quickly! Great customer service too
April 16, 2026
I'm very happy,delivered fast,packed…
I'm very happy,delivered fast,packed good,quality amazing,will order again
April 16, 2026
May use AI-assist with repliesRead more
At Trustpilot, it's all about human content. This business can also access our AI-assisted response tool which helps them draft replies.
Love the products, horrible staff
I love the products at PureSeoul and come to the Carnaby Street store regularly. The selection is great and I always find what I’m looking for.
However, the customer service could really be improved. Staff often seem more focused on chatting with colleagues than engaging with customers or offering help proactively. When I did ask for assistance, I received the information I needed, but the interaction felt quite unmotivated. The same applied at checkout, which felt unfocused and a bit inattentive.
I enjoy the store itself, but a more attentive and customer-focused approach would make a big difference to the overall experience.
April 12, 2026
Reply from PURESEOUL
Thank you for taking the time to share your feedback and for your continued support. We’re really glad to hear you enjoy our product selection and regularly find what you’re looking for.
That said, we’re sorry to hear your recent in-store experiences didn’t feel as attentive as they should have been. This is not the standard we aim to provide.
We really appreciate you sharing this, and we’ll make sure your comments are passed on to the store team. Feedback like this is always helpful as we continue to improve the in-store experience.
We hope to welcome you back again soon and provide a much better experience on your next visit.
I always enjoy shopping at PURESEOUL…
I always enjoy shopping at PURESEOUL Brighton. Staff are friendly and happy to help and answer any questions.
April 16, 2026
Good quality products
Good quality products, more expensive than in Asia, but a good price for the UK. There is often sales that can give you a lot of money off so I would check that out.
April 14, 2026
Helpful and friendly staff
The store is well laid out with plenty of helpful friendly staff should you like advice of assistance. I purchased a skin care product and a makeup product. Both great quality. I will be going back.
April 22, 2026
Fast and perfect
April 22, 2026
Authentic products
April 22, 2026
Lack of customer care
The staff were not that helpful my mum was asking about foundation and the lady was asking her ... You pick the colour you put it on for a make up my mum wanted them to try a range that suited her akin type so she could pick it didn't seam very helpful then asking another member of staff to help with face masks he was standing there waiting for another customer to come back to him for a while but was quite abrupt with us not offering to get another member of staff to help us just common sense lacked in the staff members, personally id go to another shop as being new costumers they where no help to us.
April 20, 2026
Reply from PURESEOUL
Thank you for taking the time to share your feedback.
We’re sorry to hear about your experience in store and that you didn’t feel properly supported during your visit. While our stores may experience busy periods, our team always aims to do their best to assist and guide customers as effectively as possible.
We appreciate you bringing this to our attention, as feedback like this helps us improve our service.
Well packed and arrived on time
Well packed and arrived on time. Have used 2 masks but the results have only been mediocre.
April 20, 2026
Reply from PURESEOUL
Thank you for your feedback. We’re glad to hear your order arrived well packed and on time.
With skincare, results can often take a bit of consistent use to become more noticeable, as it’s a gradual process rather than an immediate change. We’d recommend continuing with the masks as part of your routine to see the best results over time.
If you’d like any guidance or alternative recommendations to better suit your skin concerns, we’d be happy to help.
It was too good to be true.
It was too good to be true.
It is just a lip oil . It does not stain the lip whatsoever . Total waste of my money .
The packaging looks cheaply made as well.
April 13, 2026
Reply from PURESEOUL
Thank you for taking the time to leave your feedback.
We’re sorry to hear that the lip oil did not meet your expectations. We would recommend sharing your feedback directly with the brand, as they are best placed to review product-specific concerns.
If you would like, we’d be happy to suggest some alternative products that may better suit your preferences. Please feel free to visit us in store for assistance.
Pureseoul is amazing for Korean…
Pureseoul is amazing for Korean skincare! Each product is reasonably priced and all are official products. Delivery is speedy and I love the freebies!
Thank you!
March 16, 2026
Excellent service!
Excellent customer service whenever I have been shopping at my nearest store.
March 27, 2026
High Quality Service & Products.
I bought a couple of items, the prices were comparable if not cheaper than high street pharmacies & the service was faultless. Very friendly, considered and helpful. I didn't feel pressured to buy. (@ the Brighton branch)
April 10, 2026
You are very greedy!!!!
March 26, 2026
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