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.