Amorepacific and Sephora Launch First Multi-Brand K-Beauty Pop-Up in New York

THE WHAT? Amorepacific has partnered with Sephora to debut Seoul in the City, its first-ever multi-brand skincare pop-up in the US, spotlighting four of its leading K-beauty brands. THE DETAILS Running from October 24–25 at 45 West 25th Street in New York, the immersive pop-up brings together LANEIGE, Innisfree, AESTURA, and Hanyul under one roof. The two-day event combines interactive brand activations with shoppable experiences, allowing consumers to purchase products on-site via a dedicated Sephora checkout — a format being tested as a potential retail model. Attendees can explore brand zones inspired by Seoul’s cultural landmarks, collect product stamps for complimentary gifts, and enter a Korean Tourism Organization raffle to win a trip to South Korea. Sephora will also extend the experience through exclusive in-store activations at select NYC locations. THE WHY? The collaboration underscores Amorepacific’s strategy to strengthen its North American presence through experiential retail and Sephora’s continued investment in K-beauty as a growth category. The initiative reflects how beauty conglomerates are using pop-ups to merge cultural storytelling with direct-to-consumer engagement. Source: PR Newswire
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