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Clear your calendars, beauty obsessives: a creator-led K-beauty pop-up is landing in SoHo this December.
Beauty Bakery, the creator-led K-beauty experience that drew more than 20 million online impressions during its debut run in Singapore, will make its U.S. splash next month and it’s bringing some of TikTok’s biggest beauty personalities along for the ride.
From December 9 through 15, 21 Greene Street will turn into "Beauty Bakery New York," a week-long pop-up that celebrates all things K-beauty through the lens of four creators whose combined followings are north of 40 million.
Haleyybaylee (15.7 million on TikTok), AmyFlamy (5.7 million), Evelyn Ha (4.4 million) and Erica Ha (2.8 million) will act as “beauty chefs,” each curating their own City Girls’ Beauty Recipe, a set of five hand-selected beauty brands embodying each creator’s personal aesthetic, ranging from soft-glow subtlety to maximalist glam.
The personalities may be the event’s headliners, but the brand list is its own draw: expect d’Alba, Purito, Unove, Dear Klairs, essenherb, and BANO among the 20-plus Korean beauty names filling the SoHo space. Many are beloved staples, but plenty of “freshly baked brands” (read: buzzy newcomers trending in Seoul) will also be on hand.
The pop-up comes from Oddins Inc., a Seoul-based entertainment group that launched Beauty Bakery this summer with the Ha sisters—Evelyn, Erica and Emily—as an experiment in mixing content, culture and commerce. The first edition clearly worked, given the fact that the New York chapter is bigger, more immersive and firmly aimed at fans who want to encounter their favorite creators somewhere other than a feed.
"Beauty Bakery isn’t just a pop-up—it’s where creators, brands and fans meet through beauty," said Alin Ko, the CEO and co-founder of Oddins Inc., in an official statement. "It’s a new kind of retail that’s powered by storytelling, creativity and community."
Expect a week of livestreams, behind-the-scenes drops and plenty of shoppers trying to decide which City Girl they most identify with. Is it Haleyybaylee’s high-energy humor? Evelyn Ha’s buttery-smooth lifestyle vibes? Erica Ha’s trend-forward confidence? Or AmyFlamy’s polished-but-playful glam, which helped make her TikTok’s 2025 Creator of the Year?
Admission is free, making this one of December’s more accessible beauty events.