Seoul's next big beauty discoveries are landing in NYC! Following a previous pop-up in Paris, SHINSEGAE HYPER GROUND is taking over Hudson Yards October 2-December 31, bringing together 30+ emerging Korean beauty, fragrance, haircare, wellness, and lifestyle brands — with many making their physical U.S. retail debut. Get there for opening day on October 2, when the first 200 guests will score a free K-Beauty gift bag worth $100+ with no purchase necessary, while the first 100 customers who spend $100+ will receive a gift worth $300+. Explore six immersive shopping zones, discover names like model Irene Kim's skit and Seoul fragrance brand MiHak, then keep coming back: a different brand will take center stage each week with new activations, discounts, giveaways, and gifts with purchase. A Massive K-Beauty Pop-Up Is Coming To NYC Details
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