Korean fashion and wonder have landed in SoHo.

A bunch of 10 emerging Korean designers, often known as The Selects, has arrange shop in SoHo. The designers — Beyond Closet, SWBD, The Centaur, Wnderkammer, Nohant, Heohwan Simulation, Lie, Bmuette, Kye and Hidden Forest Market — made their initial debut at Recent York Fashion Week in September. Now, they’re selling their collections at a pop-up, situated at 62 Greene Street, along with K-beauty brands.

“Our space is a hub for Korean culture so naturally we desired to collaborate with K-beauty brands,” said Chris Park, senior manager of sales and marketing for The Selects. “K-beauty is already renowned within the U.S. as a few of the perfect — if not the perfect — makeup and skincare on this planet.”

The Korean beauty market has gained momentum within the U.S. over the past few years. In response to NPD, K-beauty brands sold in prestige grew by 41 percent thus far in 2018.

K-beauty has turn into known for its modern technology and, in accordance with Ashley Hasegawa, director of education for Strong Brand Labs, which collaborated with The Selects on the K-beauty offerings, it’s evolving to incorporate cleaner formulas which have less fragrance and more nourishing and repairing properties.

The Selects’ K-beauty section includes brands which have already established a U.S. presence — Jinsoon, Whal Myung, SkinRx Lab, Too Cool for School, Ipkn, Aromatica, Huxley — in addition to indies reminiscent of Agerin, Knours, Meg, Moart and Vika. The pop-up opened on Oct. 26 and can run until Nov. 14. A second installment is slated for 2019 and can include collaborations with K-pop stars.

Below, three emerging K-beauty trends to search for on the pop-up.

Cleaner Formulas

“The unique type of K-Beauty is changing from what it was first introduced as — kitschy or cute or counting on packaging,” said Hasegawa. “At once, there’s a heavier deal with formulations and ingredient quality levels. A number of these products are catering to the present market trends even within the Western market, so lots more clean beauty, lots more modern delivery systems. It’s like Korean Beauty 2.0.”

DIY Gel Nails

Vika offers DIY nail kits: a pack of gel nail strips that take roughly 10 minutes to use. Like regular gel manicures, the nail strips are supposed to last about two to a few weeks, but unlike gel manicures — which usually cost around $45 in a salon — the nail packs retail for $12. Vika’s founder is graphic designer and nail artist Naon, who collaborated with celebrity nail artist SooJung Kim on the nail designs. The brand is sold totally on Etsy.

App Integration

Knours, a clean beauty brand addressing skin changes related to a lady’s hormonal cycle, is one example of how K-beauty brands are integrating their offerings with applications. Called U-Kno, the Knours app allows users to record personal data to assist them track and higher understand the correlation between their skin conditions and PMS. Upon downloading the app, users are asked to take a skin-care survey and in turn, U-Kno comes up with a customized skin-care regimen based on the user’s cycle.

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