Highcross is set to bring a string of sought-after and innovative Korean beauty products to the centre, as ‘K-beauty’ retailer, PURESEOUL, makes its East Midlands debut.
The upcoming arrival of PURESEOUL marks a significant milestone for the centre, one driven by consumer trend-led retail following the exponential growth of ‘k-beauty’ online. Searches for Korean skincare saw a 125 per cent increase in the second half of 2025, nearly 35 per cent higher – on average – than the overall skincare average, while TikTok also reported that the ‘boom’ had been a key driver of sales, with ‘#kbeauty’ the third most-used hashtag on the channel in the UK.
The fast-growing business, which already has stores across Brighton, London and Manchester, among others, has introduced cult K-beauty brands – like Torriden, Milktouch, Medicube and Sungboon – to new audiences, as well as offering customers access to trending skincare products, innovative ingredients and expert advice.
Opening in early May, PURESEOUL will be situated in a 163.4sq m unit on the lower mall, near Ernest Jones Jewellers. Also joining the centre’s line-up is fashion-forward footwear retailer, Office, which is set to open in a 313.49sq m unit on the upper mall in mid-April.
