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 uniq

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