EXCLUSIVE: Amorepacific Set to Unveil a Multibrand Pop-up in New York City
Imagine a slice of Seoul landing right in the heart of New York City! That’s exactly what Amorepacific, a titan in the Korean beauty industry, is preparing to do. In collaboration with retail giant Sephora, this esteemed brand will host an exciting multibrand pop-up event on October 24 and 25. Set to take place at 45 West 25th Street, the pop-up will feature an array of beloved brands including Laneige, Innisfree, Aestura, and Hanyul, offering attendees an immersive marketplace experience that celebrates K-beauty.
At the "Seoul in the City" pop-up, guests will have the opportunity to fill out product wish-list forms and receive delightful goodie bags filled with samples, merchandise, and delicious Korean snacks. Furthermore, visitors can participate in engaging branded activations that draw inspiration from the rich tapestry of South Korean culture. Even more enticing is the chance to shop for their favorite products while earning Sephora Beauty Insider points for their purchases made at the pop-up.
"There is a growing enthusiasm for Korean skin care worldwide, particularly in Western markets," noted Julien Bouzitat, the senior vice president of the prestige unit at Amorepacific U.S. "Our positioning is unique because we offer a portfolio showcasing the diversity of Korean skin care through brands that cater to various stages of consumer familiarity and awareness in the United States."
Notably, Amorepacific’s Laneige and Innisfree have been featured at Sephora since 2017 and 2019, respectively. Laneige’s $24 Lip Sleeping Mask, known for its viral status, has been a staple among beauty enthusiasts since the late 2000s. At the beginning of 2025, Amorepacific introduced Aestura, recognized for its focus on sensitive skin, into Sephora’s offerings, while Hanyul made its debut at the retailer this past summer. In addition, Sephora has been expanding its collection with other emerging K-beauty favorites like Beauty of Joseon and Biodance.
"We aim to use Laneige as a gateway for consumers, inviting them into this beautiful world of K-beauty, where they can discover all these incredible brands and products that we have to offer," Bouzitat expressed.
This initiative not only highlights the growing appeal of Korean skincare but also raises an interesting question: Is the global rise of K-beauty just a fleeting trend, or is it indicative of a broader change in consumer preferences? What do you think? Join the conversation and share your thoughts in the comments!
