Amorepacific is bringing K-beauty to New York with Seoul in the City, its first-ever multi-brand pop-up experience in partnership with Sephora. 

Running October 24 and 25 at 45 West 25th Street, the pop-up will showcase four of Amorepacific’s leading skincare brands — Laneige, Innisfree, Aestura, and Hanyul — offering a mix of cult-favorite products, exclusive launches, and sensorial activations designed to transport guests straight to Seoul. 

“Seoul in the City is a celebration of Amorepacific’s global impact in the K-Beauty space,” said Giovanni Valentini, CEO of Amorepacific North America. “We’re bringing the spirit of Seoul to the streets of New York — a cultural crossover that invites consumers to experience the innovation of K-beauty like never before. Partnering with Sephora allows us to amplify Korean skincare on one of the world’s biggest stages. Together, we’re not only showcasing our beloved K-beauty brands, but creating space for cultural storytelling, education, and brand discovery.” 

Seoul in the City will immerse guests in a skincare experience featuring interactive activations inspired by Seoul’s cultural hotspots including trendy cafés, innovative derma clinics and the serene Han River. Guests will receive a product wishlist form to guide their journey across interactive brand stations, each offering tailored experiences and photo-ready moments.

The experience concludes at a dedicated Sephora checkout area, where guests can shop directly from the featured brands and earn Beauty Insider loyalty points. For those unable to attend, select Sephora stores across New York City will host exclusive in-store experiences inspired by the pop-up. 

“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 and brand marketing at Sephora US. 

“By partnering with Amorepacific to bring ‘Seoul in the City’ to life, we’re giving shoppers the unique opportunity to learn about Korean skincare philosophy, discover key trends, and shop best-in-class products on-site, all of which are available exclusively at Sephora. We look forward to introducing this first-of-its-kind immersive experience and celebrating our growing assortment of Korean skincare offerings.”