K-beauty’s cultural reign comes to life in Los Angeles with a shoppable pop-up experience that opened Friday and runs through Sunday.
Set inside NYA Studios East in the heart of Hollywood, “K-Beauty Hall of Fame” brings together 10 of South Korea’s hottest beauty brands. The immersive showcase spans skin care and color cosmetics, mixing familiar names with emerging indie brands: Tirtir, Ma:nyo, VT Cosmetics, Fwee, Knemo, Laka, Kundal, Axis-y, Haruharu Wonder, Cell Fusion C.
Jaden Choi, chief executive officer at Hansung — the beauty brand incubator and manufacturer behind the event — described the activation as a tribute to Korean beauty’s growing international reach. “This pop-up is a celebration of K-beauty’s global influence,” Choi said in a statement. “From heritage brands to modern indie disruptors, this is a rare opportunity to experience the full spectrum of Korean skin care and beauty in one immersive space.”
From advanced skin care formulations to trend-driven color cosmetics, the lineup captures a range of K-beauty innovation. Attendees can explore viral products like Tirtir’s red cushion and VT Cosmetics’ biodegradable microneedling technology, the Reedle Shot.
The production houses seven stages, featuring four masterclasses with celebrity makeup artist Daniel Martin and aestheticians Jade Marie and Candace Marino, and plans to host seven influencer meet-and-greets.
Along with interactive brand installations, guests have access to personalized K-beauty skin care consultations, raffles, games and exclusive merch drops.
Located at 1541 North Cahuenga Boulevard, “K-Beauty Hall of Fame” is open Friday and Saturday from 10 a.m. to 8 p.m., and Sunday from 9 a.m. to 5 p.m. Entry is free with RSVP at theskinsquared.com, and walk-ins are welcomed.