Bath city centre is preparing to welcome a new shop operated by an international firm.
Trending Korean beauty retailer, Pureseoul, is set to open a brand-new store at SouthGate Bath in the coming weeks, bringing its sought-after skincare and cosmetics to the city for the first time.
PURESEOUL is a global K-beauty phenomenon, offering shoppers access to some of South Korea’s viral skincare brands. From glass skin essentials to TikTok-trending routines, the store will stock a range of products designed to deliver results-driven skincare for all skin types.
The Bath opening forms part of PURESEOUL’s UK expansion, with the brand continuing to grow its physical presence following increased demand for Korean beauty products across the country.
Its stores have become popular among beauty enthusiasts looking to discover the latest trends straight from Seoul.
Located on St Lawrence Street next to JD Sports and Tommy Hilfiger, the new store will give shoppers the chance to explore the brand’s full product range in person, supported by knowledgeable in-store experts on hand to offer tailored advice and skincare recommendations.
Guy Henderson, centre director at SouthGate Bath, said: “We’re excited to welcome PURESEOUL to SouthGate Bath in the coming weeks.
“This opening further strengthens our line-up of leading beauty brands, giving visitors even more reasons to visit and discover something new.”
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Leslie Tang CEO and Co-Founder at PURESEOUL, added: “Bath is a key part of our 2026 expansion. As a globally visited city with a deep-rooted connection to wellbeing, it felt like the perfect place to bring K-beauty closer to the South West.
“It’s also one of the cities where physical retail still feels genuinely exciting and brings us closer to doubling our store count this year.”
The opening of the shop will be just the latest in a series of major updates to the city’s popular central commercial district.
Earlier in the year, M&S welcomed their new branch in the former Debenhams, with long queues forming ahead of the grand opening.
Elsewhere in the city centre, the historic department store Jolly’s is set to reopen its Milson Street branch after it was saved from permanent closure by new owners last year.
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