At the end of October, I attended Seoul in the City, Amorepacific’s first-ever multi-brand pop-up in partnership with Sephora. The two-day event took place on October 24 and 25 at 45 West 25th Street in Flatiron, transforming the space into an immersive K-Beauty marketplace that showcased four of Amorepacific’s leading skincare brands: Laneige, Innisfree, Aestura, and Hanyul. The pop-up celebrated the innovation, culture, and artistry of Korean skincare, bringing a slice of Seoul to the streets of New York City.

The night before the official opening, I joined the exclusive preview for press and brand partners. The atmosphere perfectly blended Seoul’s sleek modernity with New York’s creative energy.

A Celebration of Korean Innovation

Amorepacific, the global company behind Laneige, Innisfree, Aestura, and Hanyul, partnered with Sephora to create a space that highlighted each brand’s distinct personality. The layout was inspired by Seoul’s neighborhoods, featuring café-style corners, a minimalist derma lab, and a peaceful Han River-inspired area that tied everything together.

One of my favorite stops was the Laneige Lip Parlour, where guests could “scoop” Lip Sleeping Masks like ice cream. The display was playful and colorful, showcasing Laneige’s signature hydration story. They even had a pop-up-exclusive Blue Lemonade Lip Sleeping Mask that combined fresh lemon and blue cream soda scents. It added a fun twist for longtime fans like myself!

The Aestura booth perfectly balanced clinical design with a sense of play. Aestura is Korea’s number one dermatologist-recommended line for sensitive, barrier-compromised skin, and the brand actually officially launched in Sephora in the U.S. this year, which had marked an exciting expansion for Korean dermocosmetics! Their booth stood out for its clean, laboratory-inspired aesthetic with blue and white lighting framing the display. Their claw machine drew quite the crowd, with visitors lining up for a chance to win mini skincare prizes. It was a clever way to capture the brand’s science-driven yet approachable personality.

Innisfree brought the essence of Jeju Island to New York, complete with natural textures and earthy tones. The setup highlighted the brand’s clean and eco-conscious approach to skincare.

Hanyul focused on harmony and heritage, showcasing formulas rooted in traditional Korean ingredients like Yuja, and how their products promote the famous “Glass Skin”. It was fascinating to see how both brands represented different sides of Korean beauty philosophy, modern innovation and timeless tradition.

Beyond the products, Seoul in the City felt like an immersive cultural experience. Guests could personalize lip keychains at the charm bar, enjoy Korean snacks courtesy of Nongshim, and even enter a raffle to win a trip to Korea through the Korean Tourism Organization! Each detail made the pop-up feel like a microcosm of Seoul’s beauty scene, complete with its culture of craftsmanship and play.

Before leaving, I made sure to pick up a few favorites from the pop-up. Let’s just say I didn’t walk out empty-handed, my haul captured a little bit of everything that made the event so special!

Exploring Seoul in the City reminded me why K-Beauty continues to lead in innovation and creativity. Each brand brought something distinct, yet together they told one story: the seamless blend of dermatologic science, artistry, and cultural heritage. It was inspiring to experience that story unfold right here in New York City.