Shinsegae Debuts New York Beauty Pop-Up to Showcase Unseen Korean Brands

By Noor Lobad · WWD Beauty · 2026-09-28

According to reporting from WWD Beauty, South Korean retail giant Shinsegae has launched a three-month residency at Hudson Yards to test American appetite for its curated portfolio. The 2,000-square-foot space, titled Hyper Ground, introduces over 30 brands to the New York market

According to reporting from WWD Beauty, South Korean retail giant Shinsegae has launched a three-month residency at Hudson Yards to test American appetite for its curated portfolio. The 2,000-square-foot space, titled Hyper Ground, introduces over 30 brands to the New York market