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Nigel TAYLOR Published
October 14, 2025
We know beauty remains one of the top performers in UK retail and if confirmation was required, Hammerson as said related sales at its Bullring & Grand Central malls have jumped 26% year-on-year, underpinned by a peak performance in July.
No surprises therefore that the commercial property giant continues to strengthen its offer at the Birmingham city centre destination with South Korea’s fast expanding beauty and well-being retailer Pureseoul have just joined its roster.
In July, the key shopping centre's sales in the category grew 69% on 2025, “making it the best-performing category at the destination”, as brands including Rituals, Jo Malone and L’Occitane invested in new lines and customers prioritised self-care products, Hammerson said.
Katy Letch, its head of Leasing UK, said: “From the all-encompassing luxury experience at Selfridges, premium wellness brands Kiehl’s and L’Occitane, to household names such as Boots and MAC, Bullring & Grand Central is the home of health and beauty in Birmingham.
“Customer appetite for beauty and wellbeing products reflects the demand we are seeing from premium brands including Pureseoul, Rituals and Sephora for quality and well-connected city centre destinations.”
The latest Pureseoul store becomes the brand's second unit outside the south of England, following its opening at Manchester Arndale in September.
Located on Bullring’s middle level, the 800 sq ft unit showcases one of the brand’s largest make-up collections, with UK debuts from BBIA, Milk Touch and AOU.
Stocking over 900 different SKUs across make-up, skincare, and haircare, Pureseoul Birmingham stocks exclusive collaborations with leading K-beauty names such as Torriden, Needly, Heveblue, and Beplain.
Company CEO Leslie Tang said:“Expanding the… brand into the Midlands has been a key priority for the business, especially given Birmingham is our second biggest market in the UK.”