UK’s largest Korean beauty brand lands in 22 Primark stores – full list

The exciting new collaboration brings South Korea’s ‘mini mart’ beauty trend exclusively to Primark stores.

K-beauty has officially come to Primark. The high street retailer has teamed with Pureseoul on an exciting new collaboration that is now available at 22 stores across the UK.

Officially launched on September 1, the partnership has been inspired by Korea’s ‘mini mart’ beauty trend. Designed exclusively for the fast fashion giant, the edit will not be available anywhere else.

It’s exciting news for Scottish shoppers, as the list of locations includes three stores across the country. These are Glasgow, Edinburgh and Braehead.

Curated by Pureseoul, the UK’s no.1 Korean beauty brand since 2019, it brings together the best of both worlds. It mixes the beauty brand’s K-beauty expertise and curation with Primark’s famed accessibility and playfulness.

In terms of brands, the exclusive edit boasts a wide range of familiar Korean favourites. However, the most interesting addition is new “little sister” brands that have been created by some of the biggest names in K-beauty.

The sister-brands have been designed to allow established Korean brands to bring their products to a wider audience, making them “easier than ever to explore”. From everyday essentials to skincare heroes, it offers a wide range of products to choose from.

Some of the new brands include ‘The Essential’ by Ariul, the name behind some of Korea’s No.1 best-selling cleansing wipes. There’s also First Edition’ by Sungboon Editor, an ingredient-led skincare brand that has been sold in over 3,000 shops in the US.

Meanwhile, the by Realbarrier’ by REALBARRIER provides the chance to try products from a brand that one of Korea’s most widely used atopic moisturisers that is used in one out of 10 households. There’s also ‘Dropbe’ by The Saem to provide targeted serums for specific skincare concerns.

The K-pop group-loved Milktouch has created the ‘Dear Thing’ line, providing a “playful take on Korean makeup”. Lastly, ‘Dermablock’ has been curated y Cell Fusion C, a clinic-first brand that is behind one of the number one bestselling sunscreens in South Korea.

The launch marks an exciting partnership between one of the most recognisable names on the high street and the UK’s largest Korean beauty brand. Featuring no ‘dupes’, it marks a chance to bag “exclusive accessible collections from some of Korea’s favourite brands.”

As a Primark exclusive, beauty buffs won’t find the K-beauty mini mart brands in any Pureseoul store, of which there are now a total of 18. This includes its most recent opening in Edinburgh’s St. James Quarter – marking its only store in Scotland.

Leslie Tang, CEO of Pureseoul said: “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.

“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.”

What Primark stores are stocking the K-Beauty Mini Mart?

Scotland

Rest of the UK

• Belfast – Castle Street
• Derry
• Leicester – Fosse Park
• York – Monks Cross
• Coventry
• Southampton
• Norwich
• Lakeside
• Meadowhall
• Cardiff
• London – Oxford East
• Manchester – Trafford Centre
• Rotherham
• Manchester – Market Street
• London – Oxford Street West
• Liverpool
• London – Stratford
• Leeds – Trinity
• Birmingham – High Street