CONNECT WITH US
eCommerce

eCommerce

Korean Department Store Shinsegae Wants to Be a U.S. Beauty Player, Too

WWD logo

Published on

Add as a preferred source on Google
Korean Department Store Shinsegae Wants to Be a U.S. Beauty Player, Too

The retailer will host a monthslong Hyper Ground pop-up in New York showcasing more than 30 K-beauty brands, most of which have yet to debut at U.S. retail.

Months after Korea’s largest beauty retailer, Olive Young, opened its first U.S. store in California and launched a curation of brands in select Sephora stores, Korean department store Shinsegae is opening a three-month beauty pop-up in New York.

Opening Friday at The Shops at Hudson Yards, the 2,000-square-foot pop-up, called Hyper Ground, will feature more than 30 K-beauty brands, the majority of which have not yet been snapped up by beauty retailers Stateside.

Those include Skit, a skin care line launched by Korean model Irene Kim; MiHak, which offers fragrances and body care, and other makeup, skin and lifestyle brands including Bbia, Ongredients, Mujagi, Epais, AZH, Kundal, Tender Garden, Paul & Anna, Yunjac and more.

“Rather than simply presenting a large assortment of Korean brands, we wanted to curate a point of view around what feels most interesting and relevant in Seoul right now,” said JinKyung Park, senior manager of Shinsegae’s fashion platform team, merchandising division.

The pop-up will be open seven days a week through December and organized by themed zones including a “Seoul Senses” area designating home and fragrance products; a “Night Reset” section for hair care and nighttime-oriented self care offerings, and a “Seoul Morning & City Glow” zone for facial skin care and devices.

3 billion in revenue in 2025, hosted an inaugural Hyper Ground pop-up at Printemps in Paris with about 10 brands.


Source link
Related Topics:eCommerce

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We TheMorningPulse.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It's possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.