Making the jump from clicks to bricks: SkinCupid’s cult K-beauty brand lands in Central London

If you’ve ever spent time scrolling through #kbeauty TikTok or trawling through curated skincare round-ups, you’ve likely come across SkinCupid.

Known for its extensive online offering and loyal following, the brand recently made the leap to bricks and mortar retail, opening its very first physical store just steps away from London’s Oxford Street. We previously reported on the launch plans here, but naturally we had to go in person to see if it lived up to the hype.

As a regular online shopper (and skincare obsessive), I’ve been following SkinCupid’s journey for a while. I visited the new store on the Monday after it opened (official launch: Friday 26th September), curious to see how this digital first brand would translate into the real world.

Arriving for the 11 a.m. opening, I was surprised to find it already buzzing. By the time I left half an hour later, the space was comfortably full with a diverse mix of skincare fanatics, Gen Z trend followers, millennial women, and casual browsers.

Modern, feminine, and TikTok ready

The 3,000 sq ft store is visually striking, elegant, modern, and clearly designed with its digital roots in mind. It’s clean, fresh, and very pink, echoing SkinCupid’s online aesthetic and offering a seamless brand experience across physical and digital touchpoints.

Product layout was intuitive and well labelled, although I found some items like SPFs scattered across different brand areas rather than grouped together. Still, this didn’t take away from the browsing experience.

Staff were polite and present, but took a refreshingly hands-off approach, offering help only when needed. Unlike stores like Sephora or Space NK, where staff are clearly directed to offer assistance at regular intervals and it can sometimes feel a bit much being approached every couple of minutes.

At SkinCupid, I felt free to browse at my own pace without being overwhelmed. When I did see staff engage with customers, their knowledge was impressive, from tackling specific skin concerns to offering thoughtful product recommendations, they handled queries confidently and kindly.

What I bought (and why I’d buy again)

I went in with a mental list and left with a haul. First up, I picked up the HaruHaru Wonder Black Rice Pure Mineral Relief Daily Sunscreen SPF 50+. I’d seen it praised across social media and can confirm it lives up to the hype. Lightweight, fragrance-free, and layers well under makeup.

Next, I grabbed the TIRTIR Milk Skin Toner, something new to me but it felt hydrating and left my skin smooth. I also re-stocked on the Anua Heartleaf 77% Soothing Toner and added the Azelaic Acid Hyaluron Serum to my cart, great for redness and already a staple in my routine.

From the makeup section, I picked up the viral TIRTIR Mask Fit Red Cushion Foundation, which honestly blew me away. The coverage is fantastic, lasts all day, and sits beautifully on top of SPF. I also opted for the SOME BY MI Tinted Lip Protector and the JOOCYEE Jelly Highlighter Stick in Pink Silk, subtle but glowy, and perfect for daytime wear.

Finally, I couldn’t resist one of the cult favourite SkinCupid totes. They’re everywhere online and even cuter in person.

Tech teething issues, but nothing major

The checkout experience was the only real hiccup. The store is card only and when I went to pay, only one till was working due to some scanner/iPad connection issues. It took a few minutes to get sorted, and while staff were apologetic, it did cause a small queue. Understandable for an opening week, and something that will hopefully be ironed out quickly.

The loyalty programme: Cupid World

SkinCupid’s loyalty programme is clearly designed with its community in mind. Members can earn points from purchases, referrals, and other small actions (like signing up for emails or following on social). Points can be redeemed for rewards and discounts, and customers climb through tiers - starting as Cherubs, then Angels, and finally Cupids - based on spending levels.

There’s even a claw machine style game tucked near the till area: spend £40 and you’ll receive a token to play. Depending on the colour of the ball you grab, you could win a Korean drink or a beauty product. It’s a playful and well branded addition that adds interactivity to the store experience and taps into SkinCupid’s strong TikTok aesthetic.

That said, I was slightly disappointed to learn that you don’t always win a prize. You play to win, but not every attempt guarantees a reward, which felt slightly out of step with the otherwise joyful, community focused vibe of the store. A guaranteed prize, even something small like a discount code or sample, would help sustain the celebratory feel and reinforce the idea that every customer visit is special.

Final verdict

SkinCupid has done what many online brands struggle with, made the leap to bricks and mortar without losing its identity. The store feels like a real extension of the online brand: fun, fresh, and clearly made with its loyal customer base (and TikTok audience) in mind.

From the whimsical decor to the huge range of products, it’s a genuinely exciting addition to the London beauty scene. There’s something very cool about being able to test out products you’ve only ever seen online, especially with so many viral K-beauty items in one place.

Yes, there were a few teething problems but, that said, the service was lovely, the product range was excellent, and the whole vibe was relaxed but knowledgeable. I left with a tote bag full of goodies and already have a list for next time.

Overall rating 4.5/5