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…
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