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K-beauties of cultural reign is brought to life in Los Angeles with a copable pop-up experience, which was opened on Friday and runs until Sunday.
In the NYA Studios Ost in the heart of Hollywood, “K-Beauty Hall of Fame” is composed 10 of South Korea’s hottest beauty brands. The Immersive Showcase encompasses skin care and color cosmetics and mixes familiar names with emerging indie brands: Tirtir, Ma: Nyo, Vt Cosmetics, Fwee, Knemo, Laka, Kundal, axis-Y, Haruhaharu Wonder, Cell Fusion C.
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Jaden Choi, Chief Executive Officer at Hansung – the incubator and manufacturer of Beauty Brand behind the event – described activation as a tribute to the growing international reach of Korean beauty. “This popup is a celebration of the global influence of K-Beauty,” said Choi in an explanation. “From cultural heritage brands to modern indie -discourse, this is a rare opportunity to experience the entire spectrum of Korean skin care and beauty in an immersive space.”
From advanced skin care formulations to trend-driven color cosmetics, the line-up captures a series of K-beauty innovations. The participants can explore viral products such as the red pillow of Tirtir and the biodegradable microneedling technology from VT and VT Cosmetics, The Reedle Shot.
Production houses seven stages with four master classes with celebrity mask artist Daniel Martin and the aestheticians Jade Marie and Candace Marino and plans to organize seven influencer-and-grreets.
In addition to interactive brand installations, guests have access to personalized K-beauty skin care counseling, competitions, games and exclusive merch drops.
The “K-Beauty Hall of Fame” is located at the North Cahuenga Boulevard 1541 and is open on Friday and Saturday from 10 a.m. to 8 p.m. On Sunday from 9 a.m. to 5 p.m., RSVP is free of charge at Theskinquared.com, and walk-ins are responsible.
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