SEOUL POP-UP 2025. K-Beauty, Be the Beautiful

SEOUL POP-UP 2025 — Discover VIBE TWLV’s first chapter—featuring 10 Korean beauty brands, Brooklyn city vibes, and a lush biophilic mood.

50 Berry Street Brooklyn, NY 11249 United States

The Seoul Business Agency (SBA), in collaboration with the Beauty Creative Lounge BtheB, will host <Seoul Pop-up 2025 Episode 1: K-Beauty, Be the Beautiful> at VIBE TWLV (50 Berry St.), an in-house showroom located in the heart of Williamsburg, Brooklyn.

Williamsburg, a creative ecosystem where galleries, indie retail, and street culture coexist, is known as one of New York’s fastest-emerging trend hubs.

In this context, the upcoming pop-up will feature eight Seoul-based K-beauty brands — JUNG SAEM MOOL, Essenherb, NDP, NE:AR, ReSaltZ, VILLA ERBATIUM, UUUUU., and iroiro — along with beauty tech companies ANYMOMENT and becon.

K-Beauty Brand List

JUNG SAEM MOOL

Essenherb

NDP

ReSaltZ

VILLA ERBATIUM

NE:AR

UUUUU.

becon.

ANYMOMENT

iroiro

Hybrid Pop-up Space with a Biophilia Mood

Designed as an experimental space that goes beyond simple product displays, the pop-up integrates product demonstrations, content creation, and buyer meetings simultaneously.

Reflecting a biophilia-inspired mood—capturing the vitality of forests and gardens—the venue allows visitors to experience the essence of Seoul’s aesthetic sensibility in the heart of New York City.

Like an oasis in the midst of a busy urban lifestyle, the space offers a moment of calm and delivers an immersive experience where beauty naturally flows through the environment.

Blooming, Booming, K-Beauty

This event comes at a highly timely moment, aligning with significant shifts in the global beauty market.

Over the past few years, the premium beauty sector in the United States has continued to show steady growth.

In particular, in 2024, South Korea surpassed France to become the largest exporter of cosmetics to the U.S.

Amid this momentum, K-Beauty is rapidly expanding its presence and gaining strong attention from major U.S. retailers, solidifying its position as a key player in the global beauty landscape.

According to recent reports, leading U.S. beauty retailers such as Sephora and Ulta Beauty are expanding their K-Beauty brand lineups, while local consumer interest continues to grow steadily.

Amid this rising momentum, the upcoming pop-up serves as an official platform where Seoul-based brands can connect directly with both New York consumers and buyers.

Notably, it stands out as the only experiential showroom in Brooklyn founded by Korean brands, making its presence all the more significant.

With Support from SBA

This project is jointly organized by Beauty Creative Lounge BtheB of the Seoul Business Agency (SBA) and Buying Square.

SBA is a comprehensive support organization dedicated to revitalizing Seoul’s economy through entrepreneurship promotion, business growth support, and industry development.

The agency actively fosters global expansion and innovation for Seoul-based companies and the city’s broader business ecosystem.

Through this collaboration, a bridge has been built between New York’s creative community and Seoul’s innovative brands. By combining on-site experiences with digital distribution, the program is expected to serve as a catalyst that amplifies the competitiveness of K-Beauty to global consumers and buyers alike.