Shinsegae, a South Korean department store group, is broadening its international beauty strategy with a new K-beauty pop-up in New York City. The three-month initiative aims to highlight emerging Korean brands in the U.S. market.
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Located in a 2,000-square-foot space at The Shops at Hudson Yards, the Hyper Ground concept features over 30 K-beauty brands, many of which do not yet have retail distribution in the U.S. The product range includes skincare, makeup, fragrance, body care, hair care, beauty devices, and lifestyle products, with notable participants such as Skit, MiHak, Bbia, Ongredients, Mujagi, Kundal, and Yunjac.
This pop-up will run until December and follows Shinsegae's first international Hyper Ground pop-up at Printemps in Paris in 2025. The initiative comes at a time when major U.S. retailers like Sephora, Ulta Beauty, and Target are increasing their K-beauty offerings.
The pop-up positions Shinsegae to serve as a market-entry and distribution platform for innovative Korean beauty brands, leveraging its expertise to identify promising products, gauge consumer interest in the U.S., and facilitate access to this significant beauty market. Source: WWD