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New in Newcastle: Pure Seoul, the viral K-beauty store everyone’s talking about

Pure Seoul Newcastle store counter showcasing the modern K-beauty retail aesthetic inside Eldon Square.

By Ania Askwith

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PURESEOUL, Unit 18 Eldon Square, Newcastle upon Tyne, NE1 7XJ

Best for: skincare, selfcare, k-beauty, clean skincare

Home of K-beauty

Home of K-beauty – Pure Seoul – one of the UK’s top K-beauty retailers, has officially landed in Newcastle!

Pure Seoul carefully selects products straight from Korean brands – including lots you won’t usually spot in mainstream UK stores.

K-beauty hair and body care products displayed at Pure Seoul Newcastle store.
Pure Seoul, Eldon Square, Newcastle

From hydrating essences and viral sheet masks to cushion foundations, sunscreens and gentle exfoliators, there’s so much to explore (so make sure you have loads of time to browse when you go!)

First Impressions

We got a little sneak peak at the opening night and I am super impressed.
So many k-beauty brands – some I’ve been using for a while and some I’ve never heard of.

Pure Seoul Newcastle shelving filled with Korean sheet masks and skincare.
Pure Seoul, Eldon Square, Newcastle

What you’ll find at Pure Seoul

Great range of products including skincare, beauty, hair and body care, make up – literally everything you may need!

  • Skincare: serums, toners, moisturisers, sunscreens, creams
  • Makeup: tints, cushions, primers, BB/CC bases
  • Hair & Body: treatments, oils, masks
  • Sheet Masks & Tools: huge selection of sheet masks and beauty tools
  • Expert advice: staff often knowledgeable about K-beauty routines and tips
    They stock products from a wide range of Korean brands – some exclusive or cult favourites.
Clean skincare and K-beauty products on display at Pure Seoul in Newcastle.
Pure Seoul, Eldon Square, Newcastle

Why it’s popular

  • Huge curated range: thousands of products from Korean brands not always seen at other UK stores.
  • Authentic & trend-led: keeps up with Seoul beauty trends; you’ll find all the viral products here!
  • Hands-on shopping: you can try and swatch products in store.
  • Helpful staff: often able to guide you through Korean skincare steps.
K-beauty hair and body care products displayed at Pure Seoul Newcastle store.
Pure Seoul, Eldon Square, Newcastle

The store aesthetics

Plus the store itself is so lovely – such gorgeous aesthetics. Such a great addition to Eldon Square.

Clean skincare and K-beauty products on display at Pure Seoul in Newcastle.
Pure Seoul, Eldon Square, Newcastle

Location

You’ll find PURESEOUL Newcastle at Unit 18 Eldon Square, Blackett St, Newcastle upon Tyne NE1 7XJ, United Kingdom. It’s inside Eldon Square Shopping Centre on Blackett Bridge.

Korean sheet masks displayed on shelving at Pure Seoul Newcastle, showing a wide variety of K-beauty mask options.
Pure Seoul, Eldon Square, Newcastle

Tips for Visiting

  • It’s often a browse-and-try experience – great for discovering new stuff you wouldn’t find elsewhere. I’d say allow enough time so you’re not rushing it.
  • Prices can be higher than ordering direct from Korea online, but delivery times and authenticity make it worth it for a lot of skincare lovers. Plus you get to smell the products, see their textures – something you won’t get when shopping online.
  • A great place to try new products; I left with a huge goody bag of products I have now been using for over a month and there literally isn’t a thing I don’t love.I will be repurchasing 90% of my haul!
Viral Korean skincare products on shelves at Pure Seoul Newcastle Eldon Square.
Pure Seoul, Eldon Square, Newcastle

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K-beauty serums, toners and creams on display at Pure Seoul store in Newcastle.
Pure Seoul, Eldon Square, Newcastle

Link

For updates, special offers, upcoming events, and a peek behind the scenes visit their website here or follow them on their socials here.

Rows of Korean beauty products neatly arranged on shelving at Pure Seoul Newcastle.
Pure Seoul, Eldon Square, Newcastle
K-beauty haul from Pure Seoul displayed on a table at home, featuring skincare, makeup and sheet masks from Korean beauty brands.
Pure Seoul, Eldon Square, Newcastle

Enjoyed this post? Follow my Newcastle blog!

If you love discovering the best places to eat and drink, things to do, wellness experiences, places to go, hotels and staycation spots in Newcastle, the North East, and beyond, be sure to follow my Newcastle blog for more reviews and recommendations. As a Newcastle blogger, I share everything from foodie finds, self care experiences, to weekend escapes.

For behind the scenes content and a closer look at my day to day experiences, follow me on Instagram @ania.askwith

Korean makeup and skincare products displayed inside Pure Seoul Newcastle.
Pure Seoul, Eldon Square, Newcastle
K-beauty skincare products displayed on shelves at Pure Seoul Newcastle in Eldon Square.
Pure Seoul, Eldon Square, Newcastle
Magpie and Mash, a blog about food and drink, things to do and travel in the north east of england

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