Starting December 9, 2025, rising beauty creator startup Oddins, headquartered in Seoul and championing Korean-American influences, will unveil a one-week immersive pop-up, Beauty Bakery, at 21 Greene Street in the heart of SoHo, New York City. Billed as a creator-led showcase and the City Girls’ Beauty Recipe experience, the event is produced by Oddins Inc. and follows a viral debut in Singapore.
Seoul-based new-media startup Oddins, which connects beauty creators with cosmetics brands, announced on Friday that it will present its first Beauty Bakery popup store at 21 Greene in New York City, running from December 9 to 16.
The Beauty Bakery NYC Experience
The Beauty Bakery NYC pop-up will run from December 9–15, 2025, bringing together a dynamic mix of leading and emerging K-Beauty brands with four of North America’s most influential Korean-American creators: Haleyybaylee, Evelyn Ha, Erica Ha, and AmyFlamy.
The creators are cast as Beauty Chefs, each curating their personal City Girls’ Beauty Recipe—a handpicked selection of five K-beauty brands reflecting each personality’s unique rituals and routines. Guests can expect:
- Freshly baked brands debuting in the U.S. market
- Limited-edition kits and exclusive bundles
- Interactive product demos, storytelling sessions, creator meet-and-greets, and immersive recipe experiences
At Beauty Bakery NYC, each creator becomes a Beauty Chef, curating her own City Girls’ Beauty Recipe, which is a selection of five brands hand-picked by the creators themselves that reflect her individual beauty style. Guests will also be able to discover new Korean beauty brands currently trending in Seoul (or what the pop-up is calling ‘freshly baked brands’) that are making their way into the U.S. market.
Pop-Up Programming: From Bakery to Beauty Lab
Beyond shopping, the week-long event features a high-energy grand opening celebration, hands-on masterclasses, and campaign-style moments worthy of any NYC fashion week. Each space in the shop offers a window into the beauty labs and daily inspiration of the creators, moving far beyond traditional influencer ‘meet and greet’ to deliver collaborative storytelling and product exploration.
The creators, already famous for viral skincare, makeup how-tos, and “day-in-the-life” content, are expected to draw large crowds and intense digital buzz across TikTok, Instagram, and YouTube.
The Brands and the Creators: What’s Trending
Brands debuting at Beauty Bakery NYC include notable names like d’Alba, Unove, Dear Klairs, Purito, essenherb, BANO, and others—many of which are appearing in the U.S. for the first time. Each creator is spotlighted in in-store vignettes and on social with her own signature recipe, providing fans and beauty lovers with takeaway kits and inspirational #MyBeautyRecipe content.
This immersive experience brings together both leading and emerging Korean beauty brands, alongside beloved creators, to share their ‘beauty recipes’—the stories, rituals, and routines that shape their confidence and self-expression.
Community, Culture, and The Future of K-Beauty Retail
Oddins’ pop-up strategy—translated into a creator-first, multicultural showcase—highlights the growing demand for community-driven, storytelling-rich, and interactive retail. By bridging beauty creators and cosmetics brands, Oddins is setting a blueprint for global K-beauty expansion and the reinvention of in-person commerce in a digital age.x
Their diverse perspectives capture what modern beauty means across cultures, confident, expressive, and community-driven.
RSVP and Pop-In
Beauty lovers and city explorers can RSVP for free on the Beauty Bakery’s official website. Swing by for daily experiences, exclusive product launches, and a vibrant slice of K-Beauty culture made real in SoHo.
