LoyaltyLion, the data-driven loyalty platform, has partnered with PURESEOUL, the UK’s largest specialist Korean beauty retailer, to launch the Cloud Club.
Known for 60-second ticket sell-outs, queues around the block, and a fanbase of hundreds of thousands, PURESEOUL has built a devoted community through its playful social presence and immersive in-store experiences. Evolving from their viral Instagram broadcast channel, the Cloud Club gives the brand’s community a true home, transforming digital hype into meaningful, lasting connection.
Launched on September 7th, the Cloud Club brings that community to life as a full loyalty experience, rewarding engagement both online and in-store. Members collect “beauty miles” for every pound spent, redeemable for cashback, product rewards, early access to launches, and invitations to exclusive events.
“The Cloud Club is the UK’s first dedicated K-beauty rewards scheme,” said Leslie Tang, CEO and Co-founder of PURESEOUL. “It’s helping us understand our customers on a deeper level so we can continue creating even more tailored rewards, surprise treats, and brand-collab events that feel handpicked for each member – so everyone’s beauty journey feels truly their own.”
In just one month, PURESEOUL’s enrolment rate has already exceeded 70%, a rate most loyalty programmes take 18 months to achieve, underscoring the brand’s unmatched engagement and industry-leading position.
Charlie Casey, CEO of LoyaltyLion, added: “PURESEOUL shows what modern loyalty looks like. They’ve used data and creativity to build genuine connection – not just repeat purchase. We’re proud to be their partner as they scale this incredible community.”
PURESEOUL has quickly become one of the UK’s most exciting beauty brands with 5 more stores opening in Q4 to a total of 14 by the end of 2025, the Cloud Club signals PURESEOUL’s next phase – creating immersive, community-led beauty experiences that keep customers coming back, wherever they shop.
The partnership highlights LoyaltyLion’s ability to deliver loyalty solutions that support fast-growing retailers with ambitious expansion plans, while giving them the data they need to tailor experiences and build long-term engagement.
To learn more about LoyaltyLion, please visit https://loyaltylion.com
