K-beauty pop-up HYPER GROUND is set to open at Hudson Yards on Oct. 2 with more than 30 Korean beauty and lifestyle brands. Created by South Korean retailer Shinsegae, the three-month New York concept brings skincare, makeup, fragrance, hair care, wellness and other categories into a physical retail setting through Dec. 31.
Key Takeaways
- Shinsegae HYPER GROUND opens Oct. 2 on Level 1 of The Shops at Hudson Yards
- The roughly 2,000-square-foot K-beauty pop-up will feature more than 30 brands
- Participating names include Skit, MiHak, Bbia, Ongredients, Mujagi, Kundal and Yunjac
- Hudson Yards says the first 200 opening-day visitors will receive a gift bag valued at more than $100
- Circana reported that K-beauty prestige retail sales rose 23% in dollars during the first quarter of 2026
The K-beauty pop-up will give more than 30 Korean brands a temporary storefront in one of Manhattan’s busiest retail districts, expanding HYPER GROUND’s overseas format into the U.S. market.
Hudson Yards currently lists HYPER GROUND by Shinsegae as opening Oct. 2 on Level 1. The property describes it as a Korean beauty and lifestyle concept spanning skincare, makeup, fragrance, wellness and home.
WWD reported that the store covers roughly 2,000 square feet and will remain at The Shops at Hudson Yards for three months. The publication also reported that many of the participating brands have yet to secure widespread placement with U.S. beauty retailers.
Hudson Yards Pop-Up Puts 30+ Brands Under One Roof
The assortment includes skincare brand Skit, launched by Korean model Irene Kim, along with Seoul fragrance and body-care brand MiHak. Other publicly named participants include Bbia, Ongredients, Mujagi, Epais, AZH, Kundal, Tender Garden, Paul & Anna and Yunjac.
The lineup broadens the format beyond facial skincare. Hudson Yards lists makeup, fragrance, wellness and home among the categories, while reports on the opening also identify hair care, beauty devices and body products.
JinKyung Park, senior manager of Shinsegae’s fashion platform team, told WWD that the retailer wanted to present more than a large assortment of Korean labels.
“We wanted to curate a point of view around what feels most interesting and relevant in Seoul right now,” Park said.
The New York opening follows previous HYPER GROUND activations outside South Korea. Shinsegae has used the format in markets including Paris, Bangkok, Osaka, Singapore and Tokyo, according to Korean business reporting.
It also follows other Korean skincare brands testing physical retail through a K-beauty pop-up in New York, adding another example of brands using temporary storefronts to place products in front of U.S. shoppers.
Opening day will include a limited giveaway. Hudson Yards says the first 200 guests will receive a gift bag valued at more than $100 as part of the launch of NEWTRO SEOUL. Regular shopping-center hours are 10 a.m. to 9 p.m. Monday through Saturday and 11 a.m. to 7 p.m. Sunday.
Physical Retail Becomes Part of the K-Beauty Expansion
The HYPER GROUND opening arrives as Korean beauty brands expand beyond the online channels that helped introduce many of them to U.S. shoppers.
For consumers, a physical multi-brand format changes the way products can be evaluated. Makeup shades, fragrances, packaging, textures and beauty devices can be encountered directly rather than solely through product pages, social content or online reviews.
That distinction is particularly relevant for emerging labels without extensive U.S. store distribution. A temporary location gives multiple brands a shared physical presence while allowing Shinsegae to rotate programming across the three-month run.
The format also fits into a wider New York skincare shopping landscape that includes independent boutiques, specialty beauty retailers and temporary brand activations across Manhattan and other boroughs.
HYPER GROUND’s move to Hudson Yards is larger than its earlier Paris presentation. Reports on the New York launch say the Paris edition featured about 10 brands, compared with more than 30 planned for Manhattan.
The New York store is therefore structured less like a single-brand launch and more like a rotating showcase. Different participating brands are expected to receive dedicated event periods during the run, giving the assortment room to change without replacing the broader HYPER GROUND concept.
U.S. K-Beauty Data Adds Context to the Opening
Current retail and trade data help explain why Korean beauty companies are putting greater emphasis on the U.S. market.
Circana reported that K-beauty brands in U.S. prestige retail increased sales by 23% in dollars and 24% in units during the first quarter of 2026. Skincare accounted for the majority of K-beauty prestige sales and all net gains during the period. K-beauty still represented about 3% of the overall prestige market, providing important context for the category’s scale.
Mass retail showed a somewhat larger presence. Circana placed K-beauty’s share at about 6% in that channel, with skincare dollar sales growing 35% and makeup increasing 8% at the time of its May 2026 analysis.
Trade figures point in the same direction. South Korea exported $11.4 billion in cosmetics during 2025, according to data released by the country’s Ministry of Food and Drug Safety. The United States became the largest destination for those exports, receiving about $2.18 billion.
Those figures do not determine the performance of any individual brand or retail concept. They do establish the market backdrop for Shinsegae’s decision to bring more than 30 Korean labels into a physical New York storefront.
For HYPER GROUND, the immediate development is more specific: a three-month K-beauty pop-up opening Oct. 2 at 20 Hudson Yards, with a mix of established and newer Korean names available in one location through the end of December.
Frequently Asked Questions
When does the K-beauty pop-up open at Hudson Yards?
The K-beauty pop-up is scheduled to open Oct. 2 at The Shops at Hudson Yards in Manhattan. Hudson Yards lists HYPER GROUND on Level 1, with the temporary concept expected to run through Dec. 31.
How many brands will be at HYPER GROUND?
More than 30 Korean beauty and lifestyle brands are expected to participate. Publicly identified names include Skit, MiHak, Bbia, Ongredients, Mujagi, Kundal and Yunjac.
What products will the pop-up carry?
The assortment extends across skincare, makeup, fragrance, wellness and home products, according to Hudson Yards. Additional reporting identifies hair care, body care and beauty devices within the broader selection.
Are there opening-day promotions?
Hudson Yards says the first 200 guests on Oct. 2 will receive a gift bag valued at more than $100 as part of the NEWTRO SEOUL launch. The promotion is limited to the announced quantity.
Why is the Hudson Yards opening notable for K-beauty?
The store places more than 30 Korean brands in a single physical U.S. retail location as K-beauty sales and Korean cosmetics exports to the United States continue to rise. Circana and Korean government data both documented growth in the category during 2025 and 2026.
