So I did my master's at king's and have applied for about 4 phds there, but no luck (rejected at application stage). I was looking through some of the phd students' profiles who are already at the research centre I have been applying to and notice they have firsts in their BSc and distinctions in their MSc...although the entry requirements for the programme are 2.i at undergrad, I'm starting to wonder if they just get rid of people who don't have a first. Does anyone have any insight?

Sorry to say more and more places are asking for firsts and merits. Although for a "lesser" university, you should get onto it no problem. The employers / supervisors have the pick of graduates.

I have an ordinary degree and a masters, I just missed a distinction in a unit for 1%. I am finding it tough myself for my local unis :(

I also applied for the unis I did my first and PGCert qualifications and I never get anywhere there in regards of PhDs.