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2025.10.29
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https://stories.amorepacific.com/en/amorepacific-and-sephora-successfully-wrap-up-seoul-in-the-city-bringing-k-beauty-to-new-york
Amorepacific and Sephora Successfully Wrap Up 'Seoul in the City,' Bringing K-Beauty to New York
- LANEIGE, INNISFREE, AESTURA, and HANYUL Come Together for Amorepacific's First Multi-Brand Skincare Pop-Up in the U.S.
New York, NY – October 29, 2025 – Amorepacific, in partnership with Sephora, has successfully concluded its first-ever multi-brand skincare pop-up, "Seoul in the City," held at 45 West 25th Street in New York City from October 24 to 25.
The two-day immersive experience brought the vibrant spirit of Seoul to life in Manhattan, allowing visitors to explore the next generation of Korean skincare through Amorepacific's four leading brands — LANEIGE, INNISFREE, AESTURA, and HANYUL.
The event drew more than 3,500 visitors, with lines forming around the block throughout the weekend. A special VIP preview prior to the opening welcomed about 350 guests, including celebrity Ashley Park (actress from Emily in Paris) and top beauty influencers such as Edward Zo, Aylen Park, and Evelyn Ha.
"Seoul in the City was a celebration of Amorepacific's global impact in the K-beauty space," said Giovanni Valentini, CEO of Amorepacific North America.
"We brought the spirit of Seoul to the streets of New York — a cultural crossover that invited consumers to experience K-beauty innovation like never before. Partnering with Sephora allowed us to amplify Korean skincare on one of the world's biggest stages, creating space for cultural storytelling, education, and discovery."
The pop-up offered visitors an interactive journey through Seoul-inspired spaces — from Mini Marts and Fruit Market to advanced derma clinics — each showcasing Amorepacific's skincare innovation and heritage. Guests could explore cult-favorite products, enjoy sensorial experiences, and shop directly at the dedicated Sephora checkout area, earning Beauty Insider loyalty points.
"At Sephora, we're committed to meeting our clients' evolving needs and interests — and to finding meaningful ways to educate and connect through in-person experiences," said Mili Dutt Reddy, Vice President, Category & Brand Marketing at Sephora US. "By partnering with Amorepacific to bring 'Seoul in the City' to life, we gave shoppers the opportunity to learn about Korean skincare philosophy, discover key trends, and shop best-in-class products available exclusively at Sephora."
Upon arrival, visitors received a product wishlist to guide their exploration of the event's brand activations. Each booth offered unique experiences, including exclusive product previews and a Charm Bar where guests could customize their own lip keychain as a gift with purchase. Guests also collected stamps across each booth to redeem complimentary gifts at the exit — curated goodie bags featuring skincare samples, pop-up merchandise, and Korean snacks provided by Nongshim.
For those unable to attend, Amorepacific also offered exclusive in-store experiences at select Sephora locations in New York City. To extend the excitement, the company partnered with the Korea Tourism Organization (KTO) to host an offsite raffle, giving participants the chance to win a free trip to Korea — bringing the journey of K-beauty full circle.
The successful completion of Seoul in the City marks an important milestone for Amorepacific's North America business, reinforcing the company's commitment to sharing Korean skincare innovation and cultural storytelling with global consumers.
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