Korean Skincare Brand Purito Seoul Unveils New Brand Slogan, Launches 'Oat Latte Campaign' with Pop-Up in New York

The brand's new slogan 'From Soil to Seoul' reflects its philosophy of transforming natural ingredients into advanced skincare solutions.

Published on Feb. 28, 2026

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Korean skincare brand Purito Seoul has announced its new brand slogan 'From Soil to Seoul' and is launching a global marketing campaign called the 'Oat Latte Campaign'. The campaign will kick off with a pop-up event on March 3 in New York City's West Village, showcasing the brand's philosophy and expertise in delivering refined, scientifically-formulated skincare products to global consumers.

Why it matters

Purito Seoul is positioning itself as a progressive skincare brand that goes beyond the 'clean beauty' trend by emphasizing its rigorous ingredient selection process and scientific formulation. The brand's global expansion, starting with the New York pop-up, signals its ambition to establish itself as a leading K-beauty player on the world stage.

The details

The new slogan 'From Soil to Seoul' represents Purito Seoul's approach of taking natural ingredients from the earth and transforming them into advanced, sophisticated skincare solutions. The 'Oat Latte Campaign' is the first global marketing initiative under this new brand vision, using the familiar and comforting concept of an 'oat latte' to symbolize the sensory experience of the brand's bestselling Oat in Calming Gel Cream product.

  • The 'Oat Latte Campaign' pop-up event will take place on March 3, 2026 in New York City's West Village.
  • Purito Seoul plans to introduce a wide range of brand activities throughout 2026, spanning both online and offline channels.

The players

Purito Seoul

A Korean skincare brand that is emphasizing its philosophy of transforming natural ingredients into advanced, scientifically-formulated skincare solutions.

Inje Cho

The CEO of Purito Seoul.

Wooseob Oh

The CMO of Purito Seoul.

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What they’re saying

“Soil' represents the origin of ingredients—the earth and the purity of nature—while 'Seoul' symbolizes the modern refinement and sophisticated sensibility that complete the formulation process.”

— Inje Cho, CEO of Purito Seoul

“Through this pop-up, we aim to symbolically declare our renewed brand vision and expand our connection with global consumers and local media through diverse experiential programs and curated content.”

— Purito Seoul

“Beginning with the Oat Latte Campaign, Purito Seoul plans to sequentially introduce a wide range of brand activities throughout the year, spanning both online and offline channels.”

— Inje Cho, CEO of Purito Seoul

What’s next

Purito Seoul plans to further solidify its philosophy and expertise in the global market through a series of digital content campaigns, global social media communications, and experiential offline events following the New York pop-up.

The takeaway

Purito Seoul is positioning itself as a progressive K-beauty brand that goes beyond 'clean beauty' by emphasizing its rigorous ingredient selection and scientific formulation process. The brand's global expansion, starting with the New York pop-up, signals its ambition to establish itself as a leading player in the international skincare market.