Beauty & Seoul

Beauty & Seoul, Korean cosmetics selected from the UK

Beauty & Seoul is a British online store dedicated to selling skincare and makeup products from South Korean brands. The selection is made by Maree, described on the site itself as a beauty expert originally from South Korea. The company presents itself as the longest-serving K-Beauty online shop in the UK and dates the start of its activity to 2017.

A catalogue organised by skin type and concern

The store structures its range along two main axes: skin type (dry, normal, combination and oily) and specific concern (acne, anti-ageing and wrinkles, pigmentation, pore control, redness and sensitive skin). From there it offers product categories such as cleansers, exfoliators, toners and mists, essences, serums and ampoules, sheet masks, eye care, moisturisers and oils, sun protection, treatments and patches, accessories and hand and lip products.

The catalogue also includes specific sections for hair care, makeup, bundles and travel kits and minis, along with a clearance section. Some of the products are grouped under the vegan label.

Brands represented

The site lists a wide range of South Korean brands, including 107, Abib, Anua, Axis-Y, Beauty of Joseon, Benton, Biodance, COSRX, Dr. Althea, Dr. Ceuracle, Dr. Nineteen, Etude, Fwee, Haru Haru Wonder, Heimish, House of Hur, Isntree, iUNIK, Jumiso, Kaine, Klairs, Laka, Medicube, Missha, Mixsoon, Numbuzin, P. Calm, Purito, Pyunkang Yul, Rom&nd, Round Lab, Rovectin, Sioris, SKIN1004, Slowpure, Some By Mi, Tirtir, Tocobo and VT Cosmetics. The brand 107 is presented as an exclusive new arrival, with formulations based on centuries-old fermentation secrets.

Featured products and catalogue prices

The founder's selection includes, among others, the Axis-Y Dark Spot Correcting Glow Serum (£20.50), the Beauty of Joseon Revive Eye Serum Ginseng + Retinal (£17.00), the Dr. Ceuracle Vegan Kombucha Tea Essence 150 ml (£27.00), the Heimish All Clean Balm (£13.50) and the Isntree Hyaluronic Acid Toner (£16.00).

New arrivals include the Biodance Bio-Collagen Real Deep Mask, in single and pack of four formats, the Beauty & Seoul own travel kit, the Dr. Nineteen PoreXsome ReDRN Exosome ampoule, the Beauty of Joseon Relief Sun Aqua-fresh Rice + B5 and the VT Spot Patch. The catalogue shows varying discounts depending on the product and warns on some items of limited units available.

Purchase and shipping conditions

The store offers free samples on all orders, subject to availability. Shipping is free in the UK from £25 and for the European Union from £125. Subscribing to the mailing list gives access to a 10% discount, applicable to the first order. Payment is accepted via American Express, Apple Pay, Bancontact, Diners Club, Discover, Google Pay, iDEAL, Wero, Maestro, Mastercard, PayPal, Shop Pay, Union Pay and Visa.

Origin of the project

The founder herself explains that the business was born from her personal experience: on her first visit to Seoul as a Korean adoptee, without speaking the language and without feeling Korean, she threw herself into writing a blog and an Instagram account about Korean skincare. Beauty & Seoul emerged from that bond with her birth country. The website also brings together its own editorial content, with a vlog and a blog about K-Beauty, reviews and press sections, and a page dedicated to the brand's story.

Location and contact

Phone: 07779285775