The popularity of K-Beauty has skyrocketed over the last few years, with dedicated retailers cropping up across the city.
On Charing Cross Road, for instance, you’ll often find teenagers playing hooky and queuing up outside the beloved PURESEOUL to pick up a pastel-hued miniature shopping basket. With one arm outstretched, skincare and makeup lovers will scoop bundles of their favourite products off the shelves and into their baskets before plopping them onto the counter and racking up a steady bill.
