PURESEOUL makes Midlands debut at Bullring, as health and beauty sales jump 26 percent

Health and beauty transactions at Bullring & Grand Central have jumped 26 percent year-on-year, as Hammerson continues to strengthen its Birmingham city centre destination with best-in-class beauty and wellbeing brands including regional first, PURESEOUL which opened on Friday 11^th Oct.

In July alone sales in the category grew by 69 percent vs 2023, making it the best-performing category at the destination.

Katy Letch, Head of Leasing UK at Hammerson, commented: “From the all-encompassing luxury experience at Selfridges, premium wellness brands Kiehl’s and L’Occitane, to household names such as Boots and MAC, Bullring & Grand Central is the home of health and beauty in Birmingham. Customer appetite for beauty and wellbeing products reflects the demand we are seeing from premium brands including PURESEOUL, Rituals and Sephora for quality and well-connected city centre destinations.”

PURESEOUL, the UK’s premier K-Beauty store, has officially made its Midlands debut with only its second store outside London. Located on Bullring’s middle level, the 800 sq ft unit showcases one of the brand’s largest make-up collections to date, with UK debuts from BBIA, Milk Touch and AOU. Stocking over 900 different types of products across make-up, skincare, and hair care, PURESEOUL Birmingham stocks exclusive collaborations with famous K-beauty names. Staff specialising in Korean beauty are also on hand to offer personalised one-on-one skincare advice to customers in store. Designed to reflect PURESEOUL’s captivating blue-hued ‘pure’ aesthetic, the Bullring store features a dedicated wall of over 60 different types of sheet masks and a TikTok display highlighting viral bestsellers from social media.

Leslie Tang, CEO of PURESEOUL, added: “Bullring & Grand Central has a reputation as a destination for regional firsts and experience-driven curation of brands. It is this combination that makes it the ideal location for our first-ever Midlands store and second outside of London. Expanding the PURESEOUL brand into the Midlands has been a key priority for the business, especially given Birmingham is our second biggest market in the UK, and we are pleased to welcome our K-beauty lovers in the region to our brand-new experiential space.”