APR, Enters UK Market... Simultaneous Online and Offline Entry of K-Beauty Specialty Stores

K-Beauty Distribution Company 'PureSeoul' Opens Store in London

APR has officially entered the UK market by simultaneously launching its products in both online and offline stores of the local K-beauty specialized distribution company 'Pureseoul'.

APR announced on the 9th that its beauty brands Mediheal and Aprilskin have completed their entry into the UK company Pureseoul.

APR brand products are displayed on the shelves at the Pure Seoul store. [Photo by APR]

Pureseoul is a company that exclusively distributes K-beauty products locally in the UK, handling about 60 brands of skincare, makeup, hair & body products. In addition to its online shopping mall, it operates offline stores in London’s popular shopping areas such as Soho, Westfield, and Oxford.

APR explained that its entry into the UK was greatly influenced by its popularity in the North American region, another English-speaking market. Since Pureseoul has established itself as a K-beauty select shop dealing only with Korean products since its founding, it is expected to play a significant role in helping APR’s products settle into the UK market.

APR is determined to capture the attention of UK consumers through the flagship skincare products of Mediheal and Aprilskin, which are popular worldwide. To this end, it introduced Mediheal’s representative products such as ▲Zero Pore Pad ▲Collagen Jelly Cream ▲Deep Vita C Ampoule. Mediheal’s AGE-R beauty device will also be added later.

APR explained that both brands have been receiving high interest from local consumers since their launch. In particular, products like Mediheal’s 'Collagen Jelly Cream,' which attract significant attention from Western consumers, have already sold out their initial stock. Accordingly, APR plans to continuously raise brand awareness among UK consumers and explore additional local sales channels.

Meanwhile, the UK is one of the world’s largest beauty markets. According to the global market research firm Statista, as of last year, the UK’s beauty and personal care market was valued at $16.95 billion (approximately 22.64 trillion KRW). This ranks eighth globally and is about $2.5 billion (approximately 3.34 trillion KRW) larger than the domestic market applying the same criteria.

An APR official stated, "Through this entry into Pureseoul, APR is expected to contribute to raising the K-beauty fever in the UK’s online and offline beauty markets," adding, "We plan to continue spreading our brands in various ways to countries where APR brands have not yet entered."