Amorepacific, a global leader in Korean beauty, joined forces with Sephora US for a landmark event in New York City—the Seoul in the City K-beauty pop-up, held on October 24–25, 2025, at 45 West 25th Street. This immersive experience showcased Amorepacific’s top skincare brands, including LANEIGE, Innisfree, Aestura, and Hanyul, all under one roof. The collaboration marked the first multi-brand Amorepacific pop-up in North America, merging retail innovation, culture, and interactivity for dedicated beauty enthusiasts.
“Seoul in the City”—A New York K-Beauty Immersion
Branded as a vibrant K-beauty marketplace reimagined for New York City, the pop-up channeled the dynamic energy of Seoul through interactive experiences, exclusive product launches, and sensorial activations. Guests could explore themed brand stations modeled after Seoul’s hot spots—from trendy cafés and derma clinics to the scenic Han River—each zone offering tailored beauty experiences.
Upon arrival, visitors received a product wishlist form to guide discovery and collect personalized recommendations. Branded activations allowed guests to create their own charm keychains with lip-care products, participate in hands-on skincare demos, and snap selfies in dedicated photobook corners. Each station provided opportunities to earn product stamps that could be exchanged at checkout for curated goodie bags containing K-beauty samples, collectibles, and authentic Korean snacks.
Sephora’s Commitment to K-Beauty Innovation
“Seoul in the City is a celebration of Amorepacific’s global impact in the K-Beauty space,” said Giovanni Valentini, CEO of Amorepacific North America. “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.”
Mili Dutt Reddy, Senior Vice President, Category & Brand Marketing at Sephora US, echoed the partnership’s educational and experiential focus: “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.”
A dedicated Sephora checkout area capped off the journey, enabling guests to purchase their favorite products and earn Beauty Insider loyalty points. For those who couldn’t attend in person, exclusive in-store experiences inspired by the pop-up were held at select Sephora locations throughout NYC.
Bridging Beauty and Culture—Tourism and Sweepstakes
In another first, Amorepacific partnered with the Korea Tourism Organization (KTO), integrating travel and beauty culture for North American audiences. Guests could enter a raffle for a trip to Korea via the Trip Planner Sweepstakes, connecting the excitement of K-beauty with broader cultural exploration. This partnership bridges “two of Korea’s most influential cultural exports — beauty and travel,” explained Heejin Cho, KTO Executive Director.
Visit stations, collect exclusive stamps, win Korean beauty merch, and leave with the spirit of Seoul—this event signals a new era for experiential beauty marketing.
Pop-Up Impact—Trends and Takeaways
The success of Seoul in the City reflects growing demand for experiential retail and Korean beauty education in the US market. Amorepacific’s multi-brand approach allowed beauty fans to experience the creativity, care, and inspiration that define Korean culture, both in New York and in Korea. For Sephora, it strengthened its leadership in K-beauty and delivered expanded consumer engagement through discovery-driven store formats.
