Amorepacific Unveils First-of-its-kind Multi-Brand K-Beauty Pop-Up in NYC
Korean beauty titan, Amorepacific, is set to transport the essence of Seoul to New York City with “Seoul in the City”. This marks their inaugural multi-brand pop-up experience, created in collaboration with Sephora. The two-day immersive marketplace is scheduled for October 24-25, 2025, at 45 West 25th Street, featuring four leading K-beauty brands.
The pop-up will spotlight LANEIGE, Innisfree, AESTURA, and Hanyul, providing consumers with a dynamic, shoppable experience that celebrates the innovation of Korean skincare. The event will offer:
- Product wish-list forms for guests
- Goodie bags filled with samples and Korean snacks
- Branded activations inspired by South Korean culture
- The opportunity to earn Sephora Beauty Insider points
Giovanni Valentini, CEO of Amorepacific North America, hails the event as “a celebration of Amorepacific’s global impact in the K-Beauty space,” infusing “the spirit of Seoul into the streets of New York.” The collaboration also extends to a partnership with the Korean Tourism Organization, offering guests the chance to win free trips to Korea through an off-site raffle.