PURESEOUL connects with LoyaltyLion for launch of Korean beauty retailer's Cloud Club rewards scheme

LoyaltyLion has partnered with PURESEOUL, a UK-based 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 sizeable community through its playful social presence and immersive in-store experiences.

Evolving from its viral Instagram broadcast channel, the Cloud Club rewards 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,” says Leslie Tang, CEO and Co-founder at 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.”

Charlie Casey, CEO at LoyaltyLion, says: “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 five more UK stores opening in Q4, brining it to a total of 14 by the end of 2025.

2025 RTIH INNOVATION AWARDS

Loyalty programmes will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.