Korean culture is booming in the West. While K-beauty is projected to surpass $18 billion by 2030, the influence of K-culture extends far beyond makeup and skincare. From K-pop’s staying power as a global music category to the continued success of Korean entertainment, K-mania has cemented itself as a lasting force among American Gen Z consumers.
Capitalizing on the growing influence of Korean culture, the global creator platform Nurilounge has brought its mission of expanding K-culture into the physical world with Haus of K.
The three-month pop-up has officially opened at Hana House in Brooklyn, New York. Here, Nurilounge’s retail brands and partnerships converge with creators, programming, and cultural experiences in an immersive, contemporary hub.
“We know we started as K-beauty, but K-beauty is not just a product anymore; it’s self-care and a lifestyle,” said Jean Kim, Managing Director of Nurilounge, and founder and CEO of Pure’am Beauty, one of the brands spotlighted at the pop-up. “That’s why we envision bringing all these online brands offline and making this a brand platform.”
The two-floor venue dedicates each month to a specific theme, with June focusing on beauty, wellness, and technology. Spotlighting more than 100 Korean beauty and wellness brands, including Medicube, Anua, and VT, the retail portion of the pop-up is hosted by K-Beauty Avenue.
“Visitors are able to discover brands in person, try products, and connect with each story in a more personal way,” said Leehan Lee, co-founder and Creative Director of Pure’am. “It is the right space to share who we are and what we stand for. The blend of Korean culture and Brooklyn’s creative spirit makes the experience feel fresh and welcoming, creating meaningful connections with the local community.”
The 20 curated brand booths blend established K-beauty brands already popular in the US market with emerging indie players, creating opportunities to connect with creators, buyers, and industry leaders.
“We are going to make this an iconic place for the meeting of K-culture,” Aram Baek, founder and CEO of Nurihaus, told BeautyMatter.
Focused on introducing new ingredients and formulations to consumers, June centers on discovery and education, highlighting the innovation-first culture that has defined Korea’s beauty industry for decades.
“K-Beauty’s future will not be defined by TikTok and virality alone,” Sun Jung Oh, founder of K-Beauty Avenue, told BeautyMatter. “Consumers may come in for viral products, but successful retailers can only succeed when they can curate environments where shoppers can discover new brands, learn about products, and build lasting trust. Sustainable growth comes from thoughtful curation and consumer discovery, not simply from following the latest trends.”
Alongside the retail component, Haus of K will offer monthly public and ticketed programming, including workshops, panel discussions, and cultural experiences. According to Kim, this includes makeup tutorials, yoga classes, and wellness education sessions. Other events will include a Korean musical concert and a matcha dance party.
“Haus of K is more than a K-beauty showcase," said Jeong Cheol, founder and CEO of VT Cosmetics. “This experience reinforces that global consumers are drawn not only to great Korean beauty products, but also to the culture and energy behind them.”
July will focus specifically on musical artist performances, reflecting the US’s position as the largest market for K-pop listeners globally. August will showcase authentic Korean food and beverages that represent both the nation’s wellness philosophy and the ethos of each brand featured in the space. Chef-led experiences and celebrations of Korean culinary traditions will intersect with beauty culture.
Haus of K is Nurilounge’s second pop-up experience in New York, following the 2025 K-Beauty Boost at the Korean Cultural Center. Haus of K is open now through August 31.
