Oddins: Next-Gen Beauty Brand Drops Glamorous NYC Popup Next Month!

Seoul Startup Oddins Brings K-Beauty and Influencer Power to New York City

New York City is about to get a taste of the K-beauty revolution, fueled by influencer power, thanks to Seoul-based startup Oddins. The company, which specializes in connecting beauty creators with cosmetics brands, is launching its "Beauty Bakery" pop-up store in the heart of SoHo next month. Located at 21 Greene Street, the week-long event, starting December 9th, promises to be a unique retail experience blending emerging Korean beauty trends with the personalities of some of America's most influential digital voices.

Oddins: Next-Gen Beauty Brand Drops Glamorous NYC ...

This isn't Oddins' first foray into the pop-up world. The company successfully debuted its Beauty Bakery concept in Singapore earlier this year, proving the appeal of this innovative approach to beauty retail. The New York iteration builds on that success, bringing together 20 up-and-coming K-beauty brands with a quartet of powerhouse American creators: Evelyn Ha, Erica Ha, Amy Flamy, and Haleyybaylee.

These four influencers boast a combined

These four influencers boast a combined reach of over 40 million followers across platforms like YouTube, TikTok, and Instagram. Haleyybaylee, known for her comedic and creative beauty content, leads the pack with a staggering 15.7 million TikTok followers, 9.3 million on Instagram, and 8.7 million on YouTube. Amy Flamy, a leading Korean creator and TikTok's 2025 Creator of the Year, brings her own impressive following of 5.7 million on TikTok, 2.3 million on Instagram, and nearly 600,000 on YouTube.

According to Oddins, these creators represent the diverse perspectives that define modern beauty: confident, expressive, and community-driven. Each influencer will curate their own selection of five hand-picked brands, reflecting their individual style and self-expression. This allows visitors to discover not only trending Korean beauty products but also gain insight into how these products are incorporated into different beauty aesthetics.

The Beauty Bakery pop-up offers a chance to experience emerging Korean beauty brands currently making waves in Seoul and poised to break into the U.S. market. Visitors can expect to find innovative skincare, makeup, and haircare products that embody the cutting-edge trends of K-beauty.

"Beauty Bakery isn't just a pop-up — it's where creators, brands and fans meet through beauty," said Alin Ko, CEO and co-founder of Oddins. "It’s a new kind of retail that’s powered by storytelling, creativity and community." The event promises to be more than just a shopping experience; it's an immersive exploration of beauty trends, driven by the voices shaping the industry.