Clear your calendars, beauty obsessives: a creator-led K-beauty pop-up is landing in SoHo this December.<\/p>\n
Beauty Bakery<\/a>, 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.\u00a0splash next month and it\u2019s bringing some of TikTok\u2019s biggest beauty personalities along for the ride.<\/p>\n 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.<\/p>\n Haleyybaylee<\/a> (15.7 million on TikTok), AmyFlamy<\/a> (5.7 million), Evelyn Ha<\/a> (4.4 million) and Erica Ha<\/a> (2.8 million) will act as \u201cbeauty chefs,\u201d each curating their own City Girls\u2019 Beauty Recipe, a set of five hand-selected beauty brands embodying each creator\u2019s personal aesthetic, ranging from soft-glow subtlety to maximalist glam.<\/p>\n The\u00a0personalities may be the event\u2019s headliners, but the brand list is its own draw: expect d\u2019Alba, 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 \u201cfreshly baked brands\u201d (read: buzzy newcomers trending in Seoul) will also be on hand.<\/p>\n The pop-up comes from Oddins Inc., a Seoul-based entertainment group that launched Beauty Bakery this summer with the Ha sisters\u2014Evelyn, Erica and Emily\u2014as 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.<\/p>\n “Beauty Bakery isn\u2019t just a pop-up\u2014it\u2019s where creators, brands and fans meet through beauty,” said Alin Ko, the CEO and co-founder of Oddins Inc., in an official statement. “It\u2019s a new kind of retail that\u2019s powered by storytelling, creativity and community.”<\/p>\n 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\u2019s high-energy humor? Evelyn Ha\u2019s buttery-smooth lifestyle vibes? Erica Ha\u2019s trend-forward confidence? Or AmyFlamy\u2019s polished-but-playful glam, which helped make her TikTok\u2019s 2025 Creator of the Year?<\/p>\n Admission is free, making this one of December\u2019s more accessible beauty events.<\/p>\n