PURESEOUL Reviews 11,255

TrustScore 4.5 out of 5

4.4

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Review summary

Based on reviews, created with AI

Reviewers overwhelmingly had a great experience with this company. Customers consistently praise the staff for their extensive product knowledge, helpful recommendations, and friendly demeanor, making for a pleasant shopping experience both in-store and online. Many consumers appreciate the wide selection of products, noting their effectiveness and the positive impact they've had on their skin. The prompt delivery service and the inclusion of thoughtful touches like handwritten notes are also frequently highlighted as positive aspects. However, some customers also noted issues with delivery, including delayed shipments, missing parcels, or items being delivered to incorrect addresses. A few people were dissatisfied with product availability or experienced damaged packaging.

What people talk about most

Product

Users describe positive interactions with product. Many reviewers praise the amazing selection and quality of... See more

Staff

Reviewers mention positive feedback about staff. Many customers praise the staff for being helpful, friendly,... See more

Delivery service

Customers consistently note positive experiences with delivery service. Many reviewers praise the fast... See more

Quality

Reviewers highlight positive aspects of quality. Many customers praise the products as amazing, effective,... See more

Retail

People report positive experiences with retail, praising the elegant stores, friendly staff, and wide... See more

Based on these reviews

Rated 4 out of 5 stars

I have been shopping from PureSeoul since they opened in my town, both in person and online...and in general I think they are a great company with good service. However my most recent online order... See more

Company replied

Rated 5 out of 5 stars

I really like Pureseoul because they always have staff that know what they're selling and which products they have in the store. I don't live in UK but visit your stores in London and Oxford each time... See more

Rated 5 out of 5 stars

Love this store! I can find everything I want/need (also what I don’t want/need and end up getting it anyway) when I come into store. The sales people are all lovely and very knowledgeable, I have v... See more

Rated 5 out of 5 stars

Helpful staff, I am trying many different creams and serums at the moment. Having older skin I was a bit nervous at first, but the sales assistant made me feel confident and was knowledgeable on the... See more

Rated 5 out of 5 stars

Visited the branch in Oxford and sought recommendations on some products. The sales rep knows her products and their ingredients. The staff including the cashier were helpful and polite. Definitely a... See more

Rated 5 out of 5 stars

Such a friendly and helpful store, the staff in both stores I visited on my recent trip to London were a credit to the company. Normally I have to order my skincare and makeup online as I’m from Cor... See more

Rated 5 out of 5 stars

Ordered multiple times from their website. They have an amazing selection of products, everything arrives quickly and once a product I ordered wasn’t in stock and they contacted me really quickly and... See more

Rated 5 out of 5 stars

The website is very useful and all the products are amazing. I love this store and enjoy shopping here! The only downsides are that my box came very damaged which is understandable due to the shipping... See more

Rated 5 out of 5 stars

I ordered items during a busy period, and they proactively reached out to let me know there would be a delay before I even had to ask for an update. I really appreciated this...plus, it made me feel v... See more

Rated 5 out of 5 stars

It's great that I was able to buy a mini version of the moisturiser I wanted to try, which was only available at Pureseoul. My skin is very reactive and I often end up wasting money on full sized prod... See more

Rated 1 out of 5 stars

I placed the order on the 3rd of March and it was the 17th and I still didn’t receive it, when I emailed the customer care team it took 4 emails before someone replied to me. Only then they realised t... See more

Company replied

Rated 5 out of 5 stars

Beautiful shop and the assistant helped me choose the best products from my skin tone and problem areas. I have been using all the products since and have all become my new favourites: milk touch cush... See more

Rated 5 out of 5 stars

Fantastic range of products, gorgeous shops and super helpful friendly staff. My skin is so much better since I started shopping at PureSeoul.

Rated 5 out of 5 stars

I made my first pureseoul order because I received a voucher as a gift. It was perfect timing for the sale. I ordered 12 items, they came well packaged. They were great value. I've tried most... See more

Rated 5 out of 5 stars

I love how you make our orders more personal with little thankyou card with our names hand written. I also love how you include samples with our orders. I love your products I never buy anywhere els... See more

Rated 2 out of 5 stars

Once package came the products were great quality and as ordered however parcel took ages to arrive and no customer service response when I asked for an update. Started worrying it was a scam at one p... See more

Company replied

Rated 5 out of 5 stars

I came across this shop accidentally and am blown away by its products. The staff are really helpful and I have bought for family and friends, who are now addicted. Will definitely be going back!

Rated 1 out of 5 stars

I am dissatisfied with the products I purchased. I bought them on the recommendation on the assistant - who evidently did not listen to my requirements and concerns. I spent a lot on several items th... See more

Company replied

Rated 5 out of 5 stars

It was my first time in this shop in Cardiff after just moving there. The girls in this shop couldn’t have been more helpful. They took there time explaining products to me and recommended the best on... See more

Rated 5 out of 5 stars

The products are amazing haven’t used them all yet but so far so good. Great delivery I loved the welcome card such a nice personal touch

Rated 5 out of 5 stars

Always kind and available to help. Few weeks ago I have problem with my parcel, someone stole it, and customer service was amazing to provide refund and prompt assistance. Very happy

Rated 5 out of 5 stars

Great products at reasonable prices. Quick delivery turnaround. One of the items missed the shipment from korea but I was informed and reimbursed right away.

Rated 5 out of 5 stars

PURESEOUL is my favourite shop for k-beauty in the UK. I never had any issues with my orders.The orders were shipped on time and packaging have always been impeccable.

Rated 5 out of 5 stars

Brilliant customer service . The shampoo that i want to buy was not available but the cashier was very helpful she give me different shampoo and i love it.

Rated 5 out of 5 stars

Easy to use website. Items were delivered promptly. They were well wrapped and free samples were sent with the order which was a bonus. The Wonder Balm hair conditioner that I ordered is brilliant.

Rated 5 out of 5 stars

I love shopping on Pure Seoul for all of my Korean skincare. They have the best range of products for the best prices. I also was amazed how quickly they dispatched my order, it was with the Royal Mai... See more

Rated 5 out of 5 stars

Love the pumpkin cleanser and leaves my skin soft and more radiant. It’s like a face pack as well as cleanser and easily foams to remove it. My new favourite

Rated 5 out of 5 stars

Great shopping experience! There was a good range of products online, I ordered some moisturiser and it arrived packaged really nicely along with a free sample. Thank you!

Rated 5 out of 5 stars

I have been using thier products for a year now. Truly trust the authentication of the products I received. Good customer service. Truly recommend.

Rated 5 out of 5 stars

Great products at a reasonable price. First time buying here but I was pleasantly surprised. Have already recommended to other people.

Rated 5 out of 5 stars

I went to the Canary Wharf branch and I asked one of the workers called Sabrina for some advice on adding a toner into my routine and she talked me through how to get a toner into my routine and recom... See more

Rated 5 out of 5 stars

A very easy transaction, with great communication throughout. Very quick dispatch of a great product. Many Thanks!!!!

Rated 5 out of 5 stars

This is the best online store for Korean products I have tried another uk online store which is good but takes weeks to come Pureseol takes a Cpl days is great and the products have made such a diff... See more

Rated 5 out of 5 stars

The assistant was full of knowledge - listened and understood my requirements. Was not pushy at all and guided my daughter and I well to a range of products.

Rated 5 out of 5 stars

My favourite k-beauty shop: a good choice of products, always prompt delivery AND free samples

Rated 3 out of 5 stars

Limited product availability. Shelves messy, some staff are hit and miss with their level of service. I purposely signed up to cloud club to get 10% off my purchase as per the in store signage- and t... See more

Rated 5 out of 5 stars

Love shopping from pureseoul lovely products and fast delivery love the eyeshadow palette and their mascara is amazing.

Rated 1 out of 5 stars

I had a very bad experience at the Birmingham store . As it is mentioned on my customer receipt that I will be receiving a free gift when it is spent about £80 and when I asked about this to someone... See more

Company replied

Rated 2 out of 5 stars

Plenty of staff that did nothing but chatting with each other. I actually had to ask for help twice. Person who helped me was knowledgeable and advised me well

Company replied

Rated 5 out of 5 stars

I love the experience of visiting a PureSeoul - the team are friendly, knowledgeable, helpful and efficient. Love the products too :)

Rated 5 out of 5 stars

Great products...works amazing and the stufd are very supportive and recommend product that target the problem area.

Rated 1 out of 5 stars

The one time I tried to purchase from PureSeoul online was when they advertised for a sale, I was disappointed that they did not send me everything there were missing items and I had to chase for a re... See more

Company replied

Rated 1 out of 5 stars

UPDATE: the parcel was delivered across the road to a set of flats where someone else took it and I am still on the hook for the payment of products I never received. I never received the product... See more

Company replied

Rated 1 out of 5 stars

Worst company to shop from. They ignore customers. I have never received my parcel and the parcel was sent back and after a month they did not even issue my refund. I had to get in touch with my... See more

Company replied

Rated 1 out of 5 stars

I bought 2 products from Pureseoul online which were micro-needling patches. Unfortunately my skin reacted badly to it so I decided to return one of the packages which I had not opened and was in perf... See more

Company replied

Rated 1 out of 5 stars

I never received my order, and the company did not apologize. Instead, they kept sending me the same repeated email. I will never order anything from their shop again

Company replied

Rated 4 out of 5 stars

Nice website. Think I am a bit spoilt by other retailers as I found the dispatch a bit slow. Customer service were quick to respond though.

Rated 5 out of 5 stars

Parcels are sent quickly. The products are great. And they always add a hand written message which I always find touching. Keep doing what you are doing!

Rated 5 out of 5 stars

Excellent customer service. Very happy with all the products I have purchased. Great results.

Rated 5 out of 5 stars

Was the first time to come to your shop it looked elegant The workers were so friendly and I loved the products. I’ve been using the SPF 50 and I’m loving it

Rated 5 out of 5 stars

Products are game changing.. making such a difference. The Prices are good and delivery prompt.

Rated 5 out of 5 stars

Very prompt delivery of orders with a free gift in every order that I have made. Orders are also very carefully wrapped up and packaged.


Company details

  1. Beauty Product Supplier
  2. Cosmetics Industry
  3. Cosmetics Store

Written by the company

Welcome to PURESEOUL – the UK's No.1 destination for all things K-Beauty since 2019! 🇰🇷 As the nation's leading Korean Cosmetic specialist, we offer over 1000 hand-picked beauty products from more than 50 brands – the largest selection of authentic Korean skincare, makeup, and hair care products in the United Kingdom. 🇬🇧 But wait, there's more! We don't just exist in the virtual world; we have super aesthetic offline stores across the UK (including London, Oxford City, and Westfield Mall) where you can experience the best of K-beauty IRL. Come by, say hi, and try out your next beauty obsession at one of our baby blue wonderland boutiques ✨ Did we mention we're the most trusted K-Beauty store in England? With over 5,000 5-star reviews, you can trust us to pick the best goodies for you. Whether you're a skincare pro or a beauty newbie, PURESEOUL is your friendly guide to all things glass skin. Are you ready to discover the world of K-Beauty with us? Let's do this! 💙


Contact info

4.4

Excellent

TrustScore 4.5 out of 5

11K reviews

5-star
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Rated 3 out of 5 stars

Products available for testing were…

Products available for testing were fab, the amount available was also really good. Store was clean and tidy.
Staff didn’t seem very interested in the customers, no one asked if we needed help, were just chatting amongst themselves.

April 4, 2026
PURESEOUL logo

Reply from PURESEOUL

Thank you for sharing your feedback about your visit. It’s great to hear you enjoyed the range of testers available.

We’re sorry to hear that the service you received didn’t meet expectations, and appreciate you bringing this to our attention. We will ensure your feedback is shared with the relevant team.

Rated 5 out of 5 stars

9.5 out of 10!

The person who helped me was incredibly nice and knowledgeable. She took the patience to answer my questions and also made suggestions regarding my routine and skin.
It was worth going into the store!

April 3, 2026
Rated 1 out of 5 stars

I didn’t receive all my products that I…

I didn’t receive all my products that I paid for

March 29, 2026
PURESEOUL logo

Reply from PURESEOUL

We’re very sorry to hear this.

As this was an in-store purchase, it’s possible an item may have been left behind at the checkout, and we apologise for any inconvenience caused.

Please feel free to contact our Customer Service team for further guidance.

Rated 5 out of 5 stars

Friendly customer service!

My girlfriend and I popped into pureseoul in Brighton just for a browse and came away with lots of great products thanks to the loveky staff members! They helped me find the perfect face mask and the right conditioner for my girlfriend. We’ll definitely be back!

April 3, 2026
Rated 1 out of 5 stars

Very bad

Very bad! Better shop on the actual store. Buying online will take you ages

January 3, 2026
PURESEOUL logo

Reply from PURESEOUL

We’re sorry to hear about the issues you experienced with your order.

We can see that your order was placed during our Boxing Day and January sales period, when we experienced an unexpectedly high surge in orders. As a result, dispatch timelines were temporarily impacted.

In addition, a chargeback was opened on the order before it had been fulfilled, which meant we were unable to dispatch the items until this was resolved.

We’ll be reviewing this internally to continue improving our service moving forward. Thank you for bringing this to our attention.

Rated 4 out of 5 stars

Diverse workforce

It was easy to find right product coz team knew all product well. And a team member had same complexion (dark) as me so she knew what my skin needs.
Thanks

April 1, 2026

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