30+ Korean Beauty Brands Open a Hudson Yards Pop-Up Until Dec 31
A Seoul beauty floor at Hudson Yards: 30-plus K-beauty labels in themed zones, with product trials, a photo wall and weekly brand events through Dec 31.
🛍️ Inside the Pop-Up
🧴 Themed Zones, One Floor
The floor is split into themed beauty zones built around a day in Seoul: morning skincare in Seoul Morning & City Glow, makeup in Seoul Color, fragrance and lifestyle in Seoul Senses, and Night Reset for wellness and rest. Thirty-plus labels fill them, including skincare from Sungboon Editor, Mixsoon and Ongredients, makeup from hince, BBIA and Milk Touch, plus body care, beauty devices and inner beauty, with products out to try.
🇺🇸 A First U.S. Pop-Up
New York is Hyper Ground's first U.S. pop-up, and most of its 30-plus brands are making their U.S. retail debut here. Shinsegae built Hyper Ground as a platform for emerging Korean labels, and this run is a test of U.S. demand. It sits on Level 1 of The Shops at Hudson Yards through Dec 31, open 10 a.m. to 9 p.m. Monday to Saturday and 11 a.m. to 7 p.m. Sunday, free to walk in.
✨ What Else Is On
Beyond the shelves, the pop-up runs a photo wall, a lucky draw and a sticker workshop, and a different brand takes over the space each week; what is on shifts by date, so check the pop-up's Instagram before you go. The 7 train stops at 34th Street-Hudson Yards, and the Vessel across the plaza is a separate paid ticket, from $14, with Eataly Caffè and Magnolia Bakery steps away.
