43 Korean Beauty, Lifestyle Brands Coming To The Grove For LA Pop-Up

LOS ANGELES, CA — Items from dozens of Korean beauty and lifestyle brands will be on sale during a monthlong pop-up at the Grove as part of the brands' entry into the U.S. market.

Lotte Home Shopping and the Korea Trade-Investment Promotion Agency, known as KOTRA, will host the “LIVE SEOUL” pop-up from July 17 through Aug. 15, according to an announcement.

The event will showcase products from 43 small and midsize South Korean businesses, including skincare, makeup, hair care, body care, beauty devices, food and other lifestyle goods.

The first floor’s “Seoul Beauty” section will focus on beauty products, while the second-floor “Seoul Now” area will feature K-pop, K-food and interactive experiences inspired by contemporary Seoul.

Organizers said the pop-up is intended to introduce emerging Korean brands to U.S. consumers and help the companies assess demand in the American market. Influencer events and hands-on product demonstrations are also planned.