The brand, founded by celebrity makeup artist Jung Saem Mool, anchored its New York presence on the theme "Find Youtiful," focusing on personalized artistry rather than standard retail transactions. Visitors participated in masterclasses led by the founder herself, alongside AI-driven shade matching designed to highlight the brand's flagship Essential Skin Nuder Cushion. By offering the product in 30 calibrated shades, the company signaled an intent to address the diverse skin tone requirements of the North American market.
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Jung Saem Mool Targets North American Market with New York Debut
From May 28 to June 2, Union Square hosted the Glass Skin Atelier, an immersive pop-up that served as the North American debut for K-beauty brand Jung Saem Mool. The event underscored the company’s push to transition from a niche global favorite into a mainstream premium contender in the United States.
Beyond consumer engagement, the pop-up functioned as a networking hub for local beauty professionals. Following the conclusion of the six-day event, leadership confirmed plans to accelerate expansion throughout the remainder of 2026. Future strategies include additional pop-up installations in major metropolitan centers and the pursuit of partnerships with established premium retailers to further solidify its footprint in the competitive global beauty sector.
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