Amorepacific is bringing Seoul to New York City.

In partnership with Sephora, the Korean beauty giant will host a multibrand pop-up on Oct. 24 and 25 at 45 West 25th Street featuring Laneige, Innisfree, Aestura and Hanyul for a K-beauty marketplace experience.

Guests at the “Seoul in the City” pop-up will fill out product wish-list forms, receive goodie bags of samples, merchandise and Korean snacks, and engage with branded activations inspired by South Korean culture. Visitors will also be able to shop products and earn Sephora Beauty Insider points on purchases made at the pop-up.

“There is an appetite for Korean skin care around the world, and in the Western world specifically,” said Julien Bouzitat, senior vice president, prestige unit at Amorepacific U.S. “Amorepacific is uniquely positioned because we have a portfolio that showcases the diversity of Korean skin care with brands that are at different life stages and levels of awareness in the U.S.”

Indeed, Amorepacific-owned Laneige and Innisfree have been selling at Sephora since 2017 and 2019, respectively, with Laneige’s $24 Lip Sleeping Mask remaining a viral mainstay since the late aughts. At the top of 2025, Amorepacific brought Aestura, known for its sensitive skin-focused products, to Sephora, and this summer launched Hanyul at the retailer. Separately, Sephora has added other next-gen K-beauty favorites like Beauty of Joseon and Biodance to its assortment, too.

“We’re using Laneige as the Trojan horse to get consumers into the space, where they can then discover all of these amazing new brands and products as well,” Bouzitat said.