EXCLUSIVE: Amorepacific to Host Multibrand Pop-up in New York City

Amorepacific is bringing Seoul to New york city City.

In collaboration with Sephora, the Korean appeal giant will host a multibrand pop-up on Oct. 24 and 25 at 45 West 25th Street including Laneige, Innisfree, Aestura and Hanyul for a K-beauty market experience.

Visitors at the “Seoul in the City” pop-up will submit item wish-list kinds, get gift bags of samples, product and Korean treats, and engage with top quality activations influenced by South Korean culture. Visitors will likewise have the ability to go shopping items and make Sephora Charm Expert points on purchases made at the pop-up.

” There is a cravings for Korean skin care worldwide, and in the Western world particularly,” stated Julien Bouzitat, senior vice president, status system at Amorepacific U.S. “Amorepacific is distinctively placed due to the fact that we have a portfolio that showcases the variety of Korean skin care with brand names that are at various life phases and levels of awareness in the U.S.”

Undoubtedly, Amorepacific-owned Laneige and Innisfree have actually been costing Sephora considering that 2017 and 2019, respectively, with Laneige’s $24 Lip Sleeping Mask staying a viral pillar considering that the late aughts. At the top of 2025, Amorepacific brought Aestura, understood for its delicate skin-focused items, to Sephora, and this summer season released Hanyul at the seller. Individually, Sephora has actually included other next-gen K-beauty favorites like Charm of Joseon and Biodance to its selection, too.

” We’re utilizing Laneige as the Trojan horse to get customers into the area, where they can then find all of these remarkable brand-new brand names and items too,” Bouzitat stated.