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.
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.
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