Shinsegae Has Opened Korean Beauty Pop-Up in New York

The 2,000-square-foot Hyper Ground space features over 30 brands at The Shops at Hudson Yards.

Updated on Sept. 25, 2026 in Beauty

Bold vector editorial illustration of minimalist unbranded skincare bottles and jars on a stone pedestal, representing modern retail curation. — Shinsegae has launched Hyper Ground, a 2,000-square-foot pop-up retail space at The Shops at Hudson Yards in New York City. AI Illustration. Upload story photo >

Live Poll

Should U.S. retail stores prioritize selling more international beauty brands to American consumers?

Shinsegae has launched a new beauty pop-up in New York City, bringing a curated selection of more than 30 Korean brands to The Shops at Hudson Yards. The 2,000-square-foot space, known as Hyper Ground, is organized into themed zones for hair care, facial skin care, and home goods.

Why it matters

The company is using the space to identify and elevate emerging Korean beauty brands for local consumers. This initiative follows a broader trend of growing U.S. consumer interest in the K-beauty sector.

The Hyper Ground pop-up spans 2,000 square feet and is open seven days a week. It features a curated collection of more than 30 Korean beauty brands.

The players

Shinsegae

This major South Korean retail conglomerate reported 7.4 trillion won in revenue during 2025.

The Shops at Hudson Yards

This is a luxury shopping center located in the Manhattan borough of New York City.

The details

Organized by themed sections, the store focuses on hair, skin, and home products designed to highlight emerging market players. Following a 2025 pop-up event in Paris, the New York location serves as a major expansion of Shinsegae’s international retail strategy.

The Hyper Ground pop-up opened to the public on September 26, 2026.
Operations at the pop-up are scheduled to conclude in December 2026.

Culture Shift

The pop-up capitalizes on the accelerating adoption of Korean beauty routines among American shoppers. This expansion mirrors the global shift toward specialized, curated retail experiences that favor emerging international brands over legacy labels.

Visitors to The Shops at Hudson Yards can now access a wider range of Korean skin and hair care products not previously available in local storefronts. This pop-up allows consumers to test emerging international brands directly before purchasing.

The takeaway

The surge in demand for K-beauty reflects a permanent change in how local consumers prioritize their skincare regimens. Shoppers should take advantage of the themed zones to discover specific product categories that match their individual needs.