Amorepacific is showcasing the best of K-beauty with Seoul in the City, their first-ever multi-brand pop-up in partnership with Sephora.

From October 24th to 25th at 45 West 25th Street, consumers are invited to step into an immersive K-beauty marketplace reimagined for New York City — a vibrant, two-day shoppable experience celebrating the next generation of Korean skincare. 

Giovanni Valentini, CEO of Amorepacific North America, said, 

“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.”

The mega pop-up spotlights four leading Amorepacific skincare icons: Laneige, Innisfree, Aestura, and Hanyul, bringing together cult-favorite products, exclusive drops, endless photo opportunities, and sensorial experiences under one roof.

Guests will be immersed in a dynamic skincare experience featuring interactive activations inspired by Seoul’s cultural hotspots — from trendy cafés and innovative derma clinics to the serene Han River. 

The journey concludes with a dedicated Sephora checkout area, allowing guests to seamlessly shop their favorite products while earning Beauty Insider loyalty points. 

This shoppable experience is a beta test.

Event Experiences

Upon arrival, visitors will receive a product wish list form to guide their journey through a series of branded activations. 

Each station offers a unique opportunity to discover exclusive launches and personalized experiences only available at the pop-up – including a full charm bar where guests can customize their very own lip keychain as their gift with purchase.

As they explore the space, guests can also collect stamps at each booth to redeem complimentary gifts at the exit, including a curated goodie bag featuring skincare samples, pop-up merch, iconic Korean snacks courtesy of Nongshim, and more. 

For those who are unable to attend, Amorepacific will also be offering exclusive in-store experiences at select Sephora stores in NYC.

To elevate the experience, Amorepacific has partnered with the Korean Tourism Organization to offer guests a chance to win a free trip to Korea through an off-site raffle, bringing the spirit of K-Beauty full circle.

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