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A K-beauty exhibition in Brooklyn became more than a retail showcase. According to The Korea Daily, the New York pop-up drew crowds, connected emerging Korean brands with U.S. buyers, and even led to a sizable purchase order for one participating brand.
Brooklyn showcase drew steady traffic
The story centers on the Haus of K: Seoul Beauty Lounge Season 1 exhibition, which ran from June 13 to August 31 at Hana House in downtown Brooklyn, New York. The venue covered a 300-pyeong space and featured around 20 emerging South Korean beauty brands, roughly 700 products from 100 different brands, plus lifestyle elements such as traditional Korean food and hanbok.
The Korea Daily reported that the event drew nearly 1,000 visitors on peak days and totaled around 10,000 visitors over three months. The article says the format stood apart from a typical retail pop-up by functioning as a networking hub for indie Korean brands, U.S. retail buyers, industry insiders and content creators.
Built as a creator network, not a standard MCN
The article identifies Ahram Baek, co-founder of the K-beauty brand Dear Klairs, as the person behind the exhibition through the global marketing platform Nurihouse. Nurihouse was established in 2020, and Baek described it as a “creator employment agency,” according to the report.
Rather than operating like a traditional multi-channel network, the platform works with content creators on a project-by-project basis. The article says Nurilounge, its app, connects over 3 million global creators across 150 countries with South Korean brands.
Business results for indie brands
One of the clearest outcomes cited in the story came from the brand Seethru. The Korea Daily reported that Seethru secured a $380,000 USD purchase order from a U.S. buyer, along with investor connections, after joining the New York showcase.
The report frames that result as evidence that the event was not only about consumer exposure, but also about trade, distribution and funding opportunities for smaller Korean beauty labels entering the U.S. market.
What comes next for Haus of K
Looking ahead, the article says Season 2 of Haus of K will run through November and shift to an “edit” format, with themes changing every two to three weeks. Planned themes include viral creator weeks and targeted meetings with U.S. micro-distributors, wellness categories and venture capitalists.
The story also says Baek views K-beauty as a global genre supported by South Korea’s manufacturing base, and that the goal is to take these showcases to other major global cities.
For now, the New York event appears to have done exactly what it was meant to do: attract attention, build contacts and turn a pop-up into a business-development platform.
Sources: The Korea Daily.
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