Buzzy K-beauty brand is popping up in NYC Thursday — where and how to score limited-edition goodies
JSM Beauty, a popular K-beauty brand, is hosting a pop-up event in New York City from May 28 to June 2. The event will feature unique experiences such as augmented reality shade matching and virtual reality tours of Seoul. Attendees can also participate in masterclasses and have the chance to win a trip to Seoul.
- ▪The pop-up is located at 31 E. 17th St. in Union Square.
- ▪Visitors can try JSM Beauty's augmented reality shade matching for foundation.
- ▪The first 30 guests each day will receive a complimentary gift set of bestselling products.
- ▪Guests spending over $250 can book a session with a JSM artist for personalized product application.
- ▪A receipt lottery will give one winner a trip to Seoul.
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Fashion & Beauty Buzzy K-beauty brand is popping up in NYC Thursday — where and how to score limited-edition goodies By Allison Lax Published May 27, 2026, 4:27 p.m. ET See more of our coverage in your search results. Add The New York Post on Google No need to jet off to Seoul for your next beauty binge. Viral K-beauty brand JSM Beauty is hosting a pop-up in NYC’s Union Square, complete with plenty of aesthetic photo opps. Named after the founder and one of South Korea’s most influential makeup artists, Jung Saem Mool, the brand will show off its Glass Skin Atelier experience from Thursday, May 28, to Saturday, June 2, at 31 E. 17th St.
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