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Your bathroom shelf may need to make room. Shinsegae HYPER GROUND, a Korean beauty pop-up bringing more than 30 brands to New York, opens at The Shops at Hudson Yards this Friday, October 2. It will stick around through December 31, giving you three whole months to find a new favorite serum—or learn that you have room for one more.
The pop-up comes from Shinsegae, the Korean department store company whose HYPER GROUND platform introduces emerging Korean beauty brands to shoppers abroad. Its first Paris edition featured about 10 brands at Printemps Haussmann last summer; the New York version is more than three times that size. According to the organizers, most brands at Hudson Yards will make their physical retail debut in the U.S.
Among them are skit, a skincare line founded by Korean model Irene Kim, and MiHak, a Seoul-based fragrance and lifestyle brand. You’ll be able to browse products in six themed areas, including “Seoul Morning & City Glow” for facial skincare and devices, “Seoul Senses” for perfume and home fragrance, and “Night Reset” for scalp care, hair products and nighttime formulas.
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Opening day has two giveaways, with different rules: starting at 10am, the first 200 visitors will receive a gift bag containing more than $100 worth of skincare, makeup, hair care and wellness products. No purchase is required. Separately, the first 100 customers who spend at least $100 will receive a gift worth more than $300. If you’re going for either, arriving early seems wise!
There’s a reason to come back after opening day, too. A different brand will take over a designated event area each week, with its own activities, offers and gifts with purchase. HYPER GROUND will share details of those weekly events through its social accounts, @hyperground.us.
The shop is on Level 1 at 20 Hudson Yards and will be open seven days a week through the end of the year. If your plan is to secure a free opening-day bag, remember the distinction before joining the line: the $100-plus bag goes to the first 200 visitors; the $300-plus gift is reserved for the first 100 qualifying customers.