From Seoul to SoHo, discover the next wave of Korean beauty. Seoul to Soho is a limited-time K-beauty experience bringing together emerging brands, cult favorites, exclusive products, and the latest innovations from Korea.
Featured participants include Melixir, the award-winning vegan skincare brand known for its plant-based philosophy; VT Cosmetics, showcasing its globally celebrated Reedle Shot line and innovative skincare technology; and CureCode, the biotechnology-driven skincare brand from Dr. Raymond Laboratories, highlighting its proprietary Neuromide® technology developed to strengthen and support the skin barrier.
Two curated exhibition spaces will further highlight the future of Korean beauty. The Indie Brand Zone, hosted by K-LAB 365, will spotlight emerging Korean brands entering the U.S. market, giving visitors an opportunity to discover tomorrow’s breakthrough names. The Biotech Zone, hosted by Enthera Bio, will explore the convergence of biotechnology and skincare through advanced ingredients, scientific research, and next-generation formulations.
Join for classes, clubs, and experiences designed to bring the community together on Mondays and Tuesdays, plus the following:
Hero Brand Wall: Rotating spotlight placements for featured brands
Discovery Bar: Hands-on product testing and guided skincare exploration
Creator Studio: Dedicated filming area optimized for TikTok and short-form content
Community Stage: Panels, founder talks, dermatologist sessions, and live demos
Social Commerce: QR-enabled purchase flow connected to digital platforms