Beauty / news
Shinsegae Opens Hyper Ground K-Beauty Pop-Up in New York
Shinsegae has launched a three-month K-beauty pop-up called Hyper Ground at The Shops at Hudson Yards in New York, featuring more than 30 brands, most of which have yet to reach U.S. retail.
The 2,000-square-foot space opened Friday at The Shops at Hudson Yards and is scheduled to run for three months. Called Hyper Ground, it carries more than 30 K-beauty labels, with the majority still unavailable through U.S. beauty retailers.
Among the featured brands are Skit, a skin care line launched by Korean model Irene Kim; MiHak, which offers fragrances and body care; and makeup, skin and lifestyle names including Bbia, Ongredients, Mujagi, Epais, AZH, Kundal, Tender Garden, Paul & Anna and Yunjac.
JinKyung Park, senior manager of Shinsegae's fashion platform team in the merchandising division, said the goal was to curate a point of view around what is interesting and relevant in Seoul right now rather than simply present a large assortment of Korean brands.
The New York pop-up follows Olive Young, Korea's largest beauty retailer, opening its first U.S. store in California and launching a curated selection of brands in select Sephora stores months earlier.
The launch brings another Korean beauty retail player into the U.S. market, with most of the featured brands not yet carried by Stateside retailers.