PURESEOUL Reviews 

11,863
TrustScore 4.5 out of 5

4.5

While we don't verify specific claims because reviewers' opinions are their own, we may label reviews as "Verified" when we can confirm a business interaction took place. Read more

To protect platform integrity, every review on our platform—verified or not—is screened by our 24/7 automated software. This technology is designed to identify and remove content that breaches our guidelines, including reviews that are not based on a genuine experience. We recognise we may not catch everything, and you can flag anything you think we may have missed. Read more

Review summary

Created with AI, based on recent reviews

Considering 2,011 reviews, reviewers overwhelmingly had a great experience with this company. Customers frequently praise the exceptionally fast delivery service, noting that online orders arrive securely packaged alongside thoughtful touches like handwritten thank you notes. Consumers also love the wide range of quality products, mentioning that staff members are generally very helpful and knowledgeable. However, some reviewers were not happy with the in-store customer service, mentioning that certain staff members appeared unengaged or lacked product knowledge. A few other people also felt that getting assistance in person could sometimes be frustrating when employees were busy talking among themselves.

What people talk about most

Product

People report positive experiences with product, highlighting the fantastic variety and high quality... See more

Staff

Reviewers highlight positive aspects of staff, noting that employees are friendly, welcoming, and very... See more

Delivery service

Customers consistently note positive experiences with delivery service, highlighting that orders arrive... See more

Quality

Customers had positive experiences with quality, expressing deep satisfaction with the fantastic products and... See more

Order

Users describe ambiguous interactions with order experiences, highlighting a split in customer satisfaction.... See more

Reviews shaping this summary

Rated 5 out of 5 stars

Great customer service and couldn't have asked for more. I had a missing item and the team helped narrow down the location. Ended up in my blue bin after receiving helpful photo (of my order in the wa... See more

Rated 5 out of 5 stars

I ordered a few packets of Modeling Packs to try. Having spent around 60% more on another brand I was worried they would not be as good- but they are fantastic!! The ordering process was smooth an... See more

Company replied

Rated 5 out of 5 stars

Great customer service and selection of products on offer. Help provided when needed and pleasant store to shop in as staff are not pushy, provide assistance when asked and also leave you alone if yo... See more

Rated 5 out of 5 stars

I went in not really knowing what I needed, but the staff was so helpful.They walked me through a few different options and explained the ingredients, and helped me find products that actually work fo... See more

Company replied


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

4.5

Excellent

TrustScore 4.5 out of 5

12K reviews

5-star
4-star
3-star
2-star
1-star

Asks customers to review

This company invites their customers to review, whether positive or negative

At Trustpilot, it's all about human content. This business can also access our AI-assisted response tool which helps them draft replies.

How this company uses Trustpilot

See how their reviews and ratings are sourced, scored, and moderated.

4.5

All reviews

(11,863)

1,936 reviews in the last 12 months

Write a review
Companies on Trustpilot aren't allowed to offer incentives or pay to hide reviews. Reviews are the opinions of individual users and not of Trustpilot. Read more

Rated 5 out of 5 stars

I love shopping at pureseoul

I love shopping at pureseoul, they’re very versatile with their product and various brands. I always feel like I have a lot of potions. I’ve also been trying their masks and it is great. I love it so far!

August 18, 2026
PURESEOUL logo

Reply from PURESEOUL

We're so happy to hear you enjoy our product range! We truly appreciate your positive feedback and look forward to bringing you even more great products to choose from in the future!

Rated 5 out of 5 stars

Positive atmosphere

I appreciate how staff are always welcoming and happy to help with any of my questions, from product recommendations to whether specific items are in stock

August 14, 2026
PURESEOUL logo

Reply from PURESEOUL

We are so glad to hear that our staff consistently provides you with a welcoming and helpful experience, assisting with product recommendations and stock inquiries. Your feedback means a lot to us!

Rated 5 out of 5 stars

Great Staff Member 😊

The Staff Member, who advised me of the products, was very friendly and knowledgeable, which helped my decision to choose the cleanser and toner I bought 😊

August 15, 2026
Rated 5 out of 5 stars

Great service

Great service. Good price. Free samples. Lovely packaging. Thank you! I'm very happy and will use again and recommend.

August 17, 2026
Rated 5 out of 5 stars

Super products

Been using Korean skincare for 5 months now and it really does work. I swear by medicube and the price point is super. Thought I’d try a few other brands this time 👌🤞🥰❤️xx

August 17, 2026
PURESEOUL logo

Reply from PURESEOUL

Thank you so much for sharing your experience! We’re so glad to hear you’ve been enjoying Korean skincare and getting great results with your favourites. Our team is always happy to help and suggest products if you’re ever unsure what to try.

Rated 5 out of 5 stars

I had such an amazing experience at pureseoul

I had such an amazing experience at Pure Seoul in Lakeside. The staff were so friendly and welcoming, and when I needed help finding the right product for my skin they took the time to listen and gave me the perfect recommendation. They were so knowledgeable and really made sure I got exactly what I needed. It’s such a lovely store and I couldn’t be happier with the service. I’ll definitely be coming back

July 31, 2026
PURESEOUL logo

Reply from PURESEOUL

We are so glad to hear you had such a wonderful experience at our Lakeside store! It truly means a lot to know that our team provided excellent assistance in helping you find the perfect products. We appreciate your feedback and look forward to welcoming you back soon.

Rated 2 out of 5 stars

Staffs are not helpful.

Staffs are not helpful.

August 15, 2026
PURESEOUL logo

Reply from PURESEOUL

We’re sorry to hear that you felt the staff were unhelpful during your visit.

Our team is always on hand to support customers in store, so we’ll be sharing your comments to help ensure they are more readily available to assist.

We hope you’ll visit us again in the future and have a more positive experience.

Rated 5 out of 5 stars

Brilliant staff

Always travel from up north just to get skincare from this store. The staff are always so helpful really know their product knowledge and very helpful. A true experience and pleasure shopping at.

August 11, 2026
Rated 2 out of 5 stars

Lack of customers service

I went into the shop this morning to have a look around and see if there were any new products I could try. I approached one of the assistants, who was nice and did try to help, although honestly the service wasn’t as good as I’ve experienced in the past. Once I realised there wasn’t much new for me to try, she kindly left me to have a look around.
When I went to the till, the girls were chatting between themselves, which I honestly don’t mind. I initially had products worth around £38 and I was using a gift card that I wanted to use up. I asked the cashier to hold my products while I looked for something else. She put the first two products through, and then I decided to buy another product.
There was an offer in store where you received a free gift if you spent over £40. By the end, I had spent £61 on skincare, so I asked if I could get the free gift. The cashier said no. I’m not upset about not getting the free gift itself. What disappointed me was the lack of willingness to find a solution. She could have offered to return the first two items and put everything through as one transaction, so that I could qualify for the promotion, or at least explained if there was another way the promotion could be honoured.
I was spending £61 in the store, so I would have appreciated a bit more effort and customer care. It just felt like the easiest option was chosen rather than trying to help.
I’ve had much better experiences here in the past, which is why this visit was quite disappointing.

August 15, 2026
PURESEOUL logo

Reply from PURESEOUL

We’re sorry to hear that your recent experience didn’t meet the standard you’ve come to expect from us. Thank you for taking the time to share such detailed feedback, as it will help us improve our customer experience moving forward.

We truly appreciate your continued support and hope to make your next visit a much more positive one.

Rated 5 out of 5 stars

PureSeoul

very easy to purchase on the website, shipping was very reasonable and it arrived within a week.
as well it included a thank you note from the company and some testers which i thought was very considerate as i doubt most other companies wouldnt think of doing the same.
would definitely use this site/shop again

August 11, 2026
Rated 5 out of 5 stars

Love Pure Seoul

Love Pure Seoul! I shop in store and online and they stock the best k beauty products! My skin is glowing and I especially love their variety of k spfs! Their staff are all so lovely and knowledgeable in store and I always get a lovely little note with my online orders! So sweet!

August 14, 2026
Rated 5 out of 5 stars

Happy with order

Easy ordering and very quick on delivery. I got a foaming wash and cleansing water as well as two free samples in my order!

Very happy with the products.

August 14, 2026
Rated 5 out of 5 stars

Very good Product and customer service

The lady there was really nice in explaining which product to use and exactly how to use +how often including extras to yield the best possible results. I've used the product 3 times and it has already made a very noticeable genuine difference :)

August 10, 2026
PURESEOUL logo

Reply from PURESEOUL

We are so happy to hear about your experience, and the noticeable results you've achieved with your new product!

Thank you for sharing your positive feedback.

The Trustpilot Experience

Anyone can write a Trustpilot review. People who write reviews have ownership to edit or delete them at any time, and they’ll be displayed as long as an account is active.

We use dedicated people and clever technology to safeguard our platform. Find out how we combat fake reviews.

Learn about Trustpilot’s review process.

Here are 8 tips for writing great reviews.

Verification can help ensure real people are writing the reviews you read on Trustpilot.

Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines.

Take a closer look