The Korea Times
Sheet masks are old news in Korea. While they remain a staple on many K-beauty vanities, newer products and faster-moving trends have long begun to push them to the back of the shelves. In the United Kingdom, however, they remain the trendiest, top-selling K-beauty product. "It's actually our bestselling product category," Gracie Tullio, co-founder and creative director of PURESEOUL, one of Britain's largest K-beauty specialist retailers, told The Korea Times in a video call, April 7. "Which is funny, because sheet masks are kind of not a thing anymore in Korea." That disconnect sits at the heart of K-beauty's international expansion. Despite its growing global footprint, K-beauty does not travel as a finished product. It arrives delayed, reshaped and, in many cases, reinterpreted to suit local preferences. PURESEOUL began in 2019 as an online platform with a straightforward premise — British consumers wanted Korean cosmetics but had no reliable way to get them. Today, the company carries more than 2,000 products from over 70 Korean brands, including AMUSE, milktouch and LADOR, and oper
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