PURESEOUL will open its newest store at Lakeside Shopping Centre, in West Thurrock, on Friday, July 31, marking the brand’s 17th location. PURESEOUL joins a wave of new arrivals at Lakeside, including the Inditex-owned Lefties, which is set to open a 58,000 sq ft store this autumn. Nancy Foster, Centre Director at Lakeside Shopping Centre, said: “PURESEOUL’s arrival at Lakeside gives our visitors even more choice from the latest and most exciting beauty brands, while further strengthening our already fantastic premium beauty offer. As PURESEOUL celebrates its 7th anniversary this summer, we're so excited to be opening our 7th London store (and 17th in the UK), at Lakeside! Lakeside Shopping Centre, which attracts 17 million visitors each year, has secured £100 million in tenant investment over the past three years, with £30 million invested in just the last six months.