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How Kelley Liu Is Building Song of Skin Into an $8.5 Million K-beauty Retail Business

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How Kelley Liu Is Building Song of Skin Into an $8.5 Million K-beauty Retail Business

The founder is opening Song of Skin’s first permanent store in SoHo, hosting a two-weekend L.A. pop-up and growing her CelDot skin care brand.

Kelley Liu is taking Song of Skin further into physical retail, using a growing pop-up business as the foundation for a permanent New York flagship and the expansion of her own K-beauty brand, CelDot.

Liu — who has 1.4 million followers on TikTok and 1.2 million on Instagram — will bring Song of Skin, her K-beauty e-commerce and retail business, back to Los Angeles with a two-weekend pop-up running Oct. 8 to 11 and Oct. 15 to 18 at 8303 Melrose Avenue near West Hollywood.

“This L.A. pop-up is going to be our biggest space ever,” Liu said. “Our pop-ups are usually very condensed and small, so people don’t have that much room to walk….We want people to enjoy the space and enjoy just being with the brands from [South] Korea.”

The pop-ups have grown alongside the business. Song of Skin’s first three-day event in New York in October 2024 generated about $300,000, while its second L.A. pop-up weekend in September 2025 brought in $470,000. Song of Skin itself grew from $197,000 in revenue in 2022 to $8.5 million in 2025, according to figures provided by the company.

“My mom and I started with about $3,000, buying just three units of each product,” Liu said. “It was hard to sell even those three pieces in the beginning, until we did social media.”

Born and raised in Flushing, Queens, to a Chinese family, Liu developed an early interest in beauty, recalling spending hours painting her nails after school.


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