THE WHAT? South Korean department store group Shinsegae is expanding its international beauty strategy with a three-month K-beauty pop-up in New York designed to introduce emerging Korean brands to the US market.
THE DETAILS The 2,000-square-foot Hyper Ground concept at The Shops at Hudson Yards features more than 30 K-beauty brands, the majority of which have yet to secure US retail distribution. The assortment spans skincare, make-up, fragrance, body care, hair care, beauty devices and lifestyle products, with participating brands including Skit, MiHak, Bbia, Ongredients, Mujagi, Kundal and Yunjac. Running through December, the initiative follows Shinsegae’s first Hyper Ground international pop-up at Printemps in Paris in 2025 and comes as major US retailers including Sephora, Ulta Beauty and Target expand their K-beauty assortments.
THE WHY? The initiative positions Shinsegae as a potential market-entry and distribution platform for emerging Korean beauty brands, using its merchandising expertise to identify brands in Korea, test their appeal with US consumers and provide an initial route into one of the industry’s largest beauty markets.
Source: WWD
