Amorepacific and Sephora Launch Immersive K-Beauty Pop-Up in NYC

Amorepacific is set to revolutionize the K-beauty landscape in New York City with "Seoul in the City," its groundbreaking multi-brand pop-up experience, launched in an exciting partnership with Sephora. This pioneering event marks Amorepacific's first-ever multi-brand showcase, designed to bring the vibrant essence of Korean beauty directly to the heart of Manhattan.

Scheduled to run on October 24th and 25th at 45 West 25th Street, the pop-up will spotlight four of Amorepacific’s most esteemed skincare brands: Laneige, Innisfree, Aestura, and Hanyul. Attendees can anticipate an enticing array of offerings, including beloved cult-favorite products, exclusive new launches, and engaging sensorial activations. These experiences are meticulously crafted to create an immersive journey, effectively transporting guests straight to the dynamic and innovative beauty hub of Seoul.

Giovanni Valentini, CEO of Amorepacific North America, emphasized the significance of this event, stating, “Seoul in the City is a celebration of Amorepacific’s global impact in the K-Beauty space. We’re bringing the spirit of Seoul to the streets of New York — a cultural crossover that invites consumers to experience the innovation of K-beauty like never before. Partnering with Sephora allows us to amplify Korean skincare on one of the world’s biggest stages. Together, we’re not only showcasing our beloved K-beauty brands, but creating space for cultural storytelling, education, and brand discovery.”

The "Seoul in the City" experience promises a truly interactive and captivating exploration of Korean skincare. Guests will be immersed in a series of activations inspired by Seoul's iconic cultural hotspots, from chic trendy cafés to cutting-edge derma clinics and the serene Han River. Upon arrival, attendees will receive a product wishlist form to guide them through their journey across various interactive brand stations, each offering tailored experiences and picturesque photo opportunities perfect for social media sharing.

The immersive journey culminates at a dedicated Sephora checkout area, providing guests with the convenience of purchasing their desired products directly from the featured brands. An added benefit is the ability to earn Sephora Beauty Insider loyalty points with every purchase. For those unable to attend the main pop-up event, select Sephora stores across New York City will extend the K-beauty celebration by hosting exclusive in-store experiences inspired by the pop-up, ensuring wider accessibility to the magic of Seoul in the City.

Mili Dutt Reddy, Vice President of Category and Brand Marketing at Sephora US, highlighted the retailer’s commitment to client engagement, commenting, “At Sephora, we’re committed to meeting our clients’ evolving needs and interests - and to finding meaningful ways to educate and connect through in-person experiences. By partnering with Amorepacific to bring ‘Seoul in the City’ to life, we’re giving shoppers the unique opportunity to learn about Korean skincare philosophy, discover key trends, and shop best-in-class products on-site, all of which are available exclusively at Sephora. We look forward to introducing this first-of-its-kind immersive experience and celebrating our growing assortment of Korean skincare offerings.”