Korean department store Shinsegae has launched a three-month beauty pop-up named Hyper Ground in New York, following the recent U.S. debut of Olive Young, Korea's largest beauty retailer. The 2,000-square-foot pop-up, located at The Shops at Hudson Yards, opened on Friday and showcases over 30 K-beauty brands, many of which have yet to penetrate the U.S. market.
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Among the featured brands are Skit, a skin care line founded by Korean model Irene Kim, and MiHak, which specializes in fragrances and body care. Other brands include Bbia, Ongredients, Mujagi, Epais, AZH, Kundal, Tender Garden, Paul & Anna, and Yunjac. JinKyung Park, senior manager of Shinsegae’s fashion platform team, emphasized the goal of curating a selection that reflects the most interesting and relevant aspects of Seoul’s current beauty scene.
Hyper Ground will operate seven days a week through December and is divided into themed zones. These include "Seoul Senses," which will focus on home and fragrance products; "Night Reset," dedicated to hair care and nighttime self-care; and "Seoul Morning & City Glow," highlighting facial skincare and devices.
This initiative comes a year after Shinsegae's inaugural Hyper Ground pop-up at Printemps in Paris, featuring about 10 brands. Park noted that international consumers are becoming more discerning, seeking deeper connections with brands rather than just their Korean origin. She highlighted the importance of product performance alongside brand identity and storytelling in engaging consumers.
The demand for K-beauty in the U.S. has been increasing significantly since 2024, driven by TikTok's popularity of new brands like Beauty of Joseon and Dr. Melaxin. According to NielsenIQ, 29 percent of U.S. households purchased K-beauty products last year, a rise from 23 percent in the previous year and 19.7 percent two years ago.