Get ready, beauty enthusiasts! A sensational K-beauty pop-up, masterminded by some of TikTok's biggest stars, is set to take over New York City this December.
Get ready to mark your calendars because SoHo is about to transform into a beauty paradise for an entire week! From December 9th to 15th, 21 Greene Street will become the vibrant hub of "Beauty Bakery New York." This isn't just any pop-up; it's a fully immersive experience crafted by the creative minds behind some of the most popular K-beauty content on TikTok. The event is brought to you by the team that created Beauty Bakery, which already made waves in Singapore, drawing in over 20 million online impressions.
Leading the charge are four of the platform's top creators, each bringing their unique flair and expertise to the table. With a combined following exceeding 40 million, Haleyybaylee (15.7 million followers), AmyFlamy (5.7 million followers), Evelyn Ha (4.4 million followers), and Erica Ha (2.8 million followers) will serve as "beauty chefs." They'll each curate their exclusive "City Girls’ Beauty Recipe," a collection of five hand-picked beauty brands that perfectly capture their individual styles, ranging from understated elegance to bold, glamorous looks.
But here's where it gets exciting: the brands themselves are a major draw. Attendees can look forward to discovering products from d’Alba, Purito, Unove, Dear Klairs, essenherb, and BANO, among over 20 Korean beauty brands. You'll find beloved classics alongside "freshly baked brands"—the hottest new names making waves in Seoul.
This pop-up is the brainchild of Oddins Inc., an entertainment group based in Seoul. They launched Beauty Bakery this past summer with the Ha sisters—Evelyn, Erica, and Emily—as an experiment in blending content, culture, and commerce. Given the success of the first event, the New York chapter promises to be even bigger, more immersive, and designed to bring fans closer to their favorite creators.
"Beauty Bakery isn’t just a pop-up—it’s where creators, brands, and fans meet through beauty," says Alin Ko, CEO and co-founder of Oddins Inc. "It’s a new kind of retail that’s powered by storytelling, creativity, and community."
Expect a week packed with live streams, behind-the-scenes glimpses, and the thrill of discovering which "City Girl" best reflects your own beauty philosophy. Are you drawn to Haleyybaylee's energetic humor? Perhaps Evelyn Ha's lifestyle vibes? Or maybe Erica Ha's confidence? And let's not forget AmyFlamy's playful glam, which earned her the title of TikTok's 2025 Creator of the Year.
The best part? Admission is completely free, making this one of December's most accessible beauty events.
What are your thoughts? Will you be attending the Beauty Bakery pop-up? Which creator's aesthetic resonates with you the most? Share your opinions in the comments below!
