HYPER GROUND K-Beauty Pop-Up at Hudson Yards: Dates & Brands

2026-10-28 · The Hanaduul team

A new K-beauty pop-up called HYPER GROUND just landed at Hudson Yards, and it's open right now through the end of the year. If you've been curious about Korean skincare and makeup brands you can usually only shop online, this is your chance to try them in person before Dec 31, 2026.

At a Glance

• What: HYPER GROUND, a K-beauty pop-up run by Korean department store Shinsegae
• When: open now, running from Oct 2, 2026 through Dec 31, 2026, seven days a week
• Where: Level 1, 20 Hudson Yards, New York City
• Space: a 2,000-square-foot area inside the mall
• Inside: more than 30 Korean beauty brands, many appearing in the US for the first time

Inside the Space at 20 Hudson Yards

The pop-up takes up a 2,000-square-foot space on Level 1 of 20 Hudson Yards, so it's easy to fold into a regular mall trip rather than planning a whole separate outing. Since it's open seven days a week through the end of December, you have a lot of flexibility on when to stop by.

If you're already headed to Hudson Yards for shopping or lunch, this is an easy add-on. Give yourself at least 30 to 45 minutes if you want to actually test products instead of just walking through.

More Than 30 Korean Beauty Brands, Many for the First Time in the US

HYPER GROUND brings together over 30 Korean beauty brands, including names like Bbia, Ongredients, and Mujagi, with many of them making their first appearance in a US store. The lineup spans skincare, makeup, fragrance, and hair products that, until now, most shoppers could only find by ordering online.

Because so many of these labels are new to in-person US retail, this is a rare chance to actually see textures, test shades, and smell fragrances before buying, instead of guessing from product photos online.

• Try testers for skincare and makeup you'd normally only see in online photos
• Smell fragrances in person before deciding
• Check hair product textures, since those are especially hard to judge online

Part of a Bigger K-Beauty Moment in the US Right Now

HYPER GROUND isn't happening in isolation. It's landing around the same time Olive Young, Korea's largest beauty retailer, opened its first US store in California, and Sephora has been adding curated selections of Korean beauty brands to its shelves.

If you've noticed more Korean skincare and makeup showing up in US stores lately, HYPER GROUND is part of that same wave, just concentrated into one space at Hudson Yards where you can try a lot of brands at once.

Tips for Visiting Without the Crowds

Since the pop-up is open daily through the end of December, you don't need to rush, which also means you can pick a quieter time to go. Weekday mornings or early afternoons tend to be calmer in most mall spaces compared to weekend afternoons, so keep that in mind if you want more room to test products without waiting.

Budget your time in two parts: a first pass to see what's there, and a second pass to actually test the brands that caught your eye. Bringing a small bag for samples or purchases is a good idea, and since it's a retail space inside a mall, there's no ticket or reservation step to worry about.

• Go on a weekday morning or early afternoon for more space at testers
• Do a quick walkthrough first, then circle back to try your favorites
• Bring a bag for anything you pick up
• Plan at least 30-45 minutes if you want to actually test products

Turn Your Pop-Up Trip Into a 4-Cut Keepsake

A K-beauty pop-up trip is basically a built-in "get ready together" moment, which makes it a fun excuse to snap a 4-cut photo strip with whoever you bring along. After you've tried a few products, open Hanaduul, pick a background from [Basic] or [My BGs], set the timer, and shoot your four frames together with your fresh look.

If your best friend couldn't make it to Hudson Yards with you, you can still include her. Open [Shoot together] on your phone to get a 6-digit room code, send it to her, and she can join from wherever she is on her own phone so you both end up in the same strip, saved to your [Together] album.

Once you're done shooting, you can play with [Frame], [Sticker], or [Filter] to finish the strip, or try [✨ AI style] to switch up the outfit and mood in your photos afterward.