K-Beauty is about to become even easier to get your hands on, as Primark teams up with Korean beauty specialist PURESEOUL to launch a new K-Beauty Mini Mart on the high street.
Launching in September 2026, the exclusive collection will bring some of Korea’s biggest skincare and makeup names to Primark stores for the first time, with seven brands spanning everything from specialist serums and skincare to makeup.
PURESEOUL, which has specialised in Korean beauty in the UK since 2019, has partnered with Primark to create an edit inspired by Korea’s popular “mini mart” concept.
The idea centres around what PURESEOUL is calling “Big Sister Brands & Little Sister Brands”, with new diffusion lines from established Korean beauty brands making their products and expertise more accessible.
Which K-Beauty brands are coming to Primark?
The K-Beauty Mini Mart will feature seven brands across skincare and makeup.
Dermablock by CELL FUSION C brings post-treatment skincare expertise from the brand behind one of Korea’s best-selling sunscreens.
First Edition by Sungboon Editor offers ingredient-led skincare from the brand behind the Green Tomato Serum, which has sold more than 6.5 million bottles in Korea. Sungboon Editor is also a Top 3 K-Beauty brand on US TikTok Shop.
The Essential by Ariul focuses on everyday skincare and comes from the brand behind Korea’s No.1 best-selling cleansing wipes for three years running.
Dear Thing by Milktouch brings playful, easy-to-use makeup from the K-Beauty brand behind Japan’s No.1 best-selling mascara.
Dropbe by The Saem offers targeted specialist serums. The Saem is one of Korea’s most established beauty names and had more than 250 stores across Korea at its peak.
The Saem itself is also joining the line-up and is the only “Big Sister” brand included in the edit. The brand has been a Korean beauty name for more than 15 years.
Finally, by Realbarrier by REALBARRIER is powered by NEOPHARM’s patented MLE technology — the same science behind Atopalm MLE Cream, which is found in one in 10 South Korean households.
The products will be exclusive to Primark
Every product in the K-Beauty Mini Mart has been created as part of a dedicated diffusion line, allowing PURESEOUL and Primark to offer K-Beauty products at Primark price points.
The entire collection will be exclusive to the K-Beauty Mini Mart, meaning the products won’t even be available in PURESEOUL’s own stores.
Leslie Tang, CEO of PURESEOUL, said: “We are so excited to partner with Primark for the launch of our K-Beauty Mini Mart. In Korea, many of our brand partners are creating ‘mini’ or ‘sister’ brands to meet the growing demand for more accessible K-Beauty, and we saw an opportunity to curate this for the UK.
“There is no better partner than Primark for this concept. It allows us to combine PURESEOUL’s deep K-Beauty expertise with a retailer that champions value, accessibility and an ever-growing beauty offering.
“The range is completely exclusive to Primark, giving customers something genuinely unique while allowing us to build on the work we’ve been doing to introduce, educate and grow K-Beauty in the UK since 2019. We can’t wait to see customers discover these brands and products for the first time.”
Julie Thomsett, Head of Buying – Beauty at Primark, added: “K-Beauty is one of the categories our customers ask us for the most, and there’s no better specialist to bring this to life than PURESEOUL.
“This launch is about giving our customers access to trusted, effective, genuinely brilliant Korean beauty, at a price that means they can experiment and explore without compromise.”
When does the Primark K-Beauty Mini Mart launch?
The K-Beauty Mini Mart by PURESEOUL launches in 25 Primark stores across the UK and Republic of Ireland in September 2026, with plans for more stores to follow.
The collection will include Dermablock by CELL FUSION C, The Essential by Ariul, First Edition by Sungboon Editor, by Realbarrier, Dropbe by The Saem, The Saem and Dear Thing by Milktouch, with products spanning both skincare and makeup.
