Get ready for an exclusive experience as Amorepacific brings a piece of Seoul to the heart of New York City!
The K-Beauty Takeover
Amorepacific, in collaboration with Sephora, is set to host a captivating multibrand pop-up event on October 24th and 25th at 45 West 25th Street. This event promises to immerse visitors in a K-beauty marketplace featuring some of Korea's most beloved brands: Laneige, Innisfree, Aestura, and Hanyul.
A Taste of Seoul in the City
At the "Seoul in the City" pop-up, guests can expect an engaging and interactive experience. They'll have the opportunity to fill out wish-list forms for their favorite products, receive goodie bags filled with samples, merchandise, and even Korean snacks! Additionally, visitors can participate in branded activations inspired by South Korean culture, offering a unique and immersive cultural experience. And, of course, they can shop to their heart's content, earning Sephora Beauty Insider points on their purchases.
Amorepacific's Global Reach
Julien Bouzitat, Senior Vice President of the Prestige Unit at Amorepacific U.S., highlights the growing demand for Korean skincare worldwide, especially in the Western market. He believes Amorepacific's diverse portfolio, featuring brands at various stages of awareness in the U.S., gives them a unique advantage.
Indeed, Amorepacific-owned Laneige and Innisfree have been staples at Sephora since 2017 and 2019, respectively, with Laneige's $24 Lip Sleeping Mask enjoying viral success for years. In early 2025, Amorepacific expanded its presence at Sephora by introducing Aestura, known for its sensitive skin-focused products, and later this summer, they launched Hanyul. Sephora has also expanded its K-beauty offerings with other popular brands like Beauty of Joseon and Biodance.
The Trojan Horse Strategy
Bouzitat shares an intriguing strategy: "We're using Laneige as the Trojan horse to attract consumers to the space. Once they're there, they can discover a whole new world of amazing brands and products."
And this is the part most people miss: it's not just about the products; it's about the experience. Amorepacific and Sephora are creating an environment where consumers can engage with the brands, learn about their unique stories, and connect with the rich culture behind them.
So, are you ready to embark on this K-beauty journey? Don't miss out on this exclusive pop-up event!
And here's a thought-provoking question for our readers: In a world where skincare is becoming increasingly globalized, how do you think local brands can maintain their unique identity and cultural significance? We'd love to hear your thoughts in the comments!
