South Korean department store group Shinsegae (新世界) is bringing its Hyper Ground K-beauty platform to New York with a pop-up at The Shops at Hudson Yards, running from October 2 to December 31. The 186-sqm space will feature more than 30 emerging Korean beauty, skincare, fragrance and personal care brands, most of which will make their physical retail debut in the US. It marks a significant expansion from Hyper Ground’s first overseas pop-up, which featured around 10 brands at Printemps Haussmann in Paris. It is organized into six themed zones covering facial skincare, beauty devices, fragrance, haircare and wellness, with weekly brand activations planned throughout the three-month run.

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