Nurihouse, a K-beauty marketing and commerce platform operator, has officially launched its global K-culture event brand 'Haus of K' in New York. The initiative, running from June 13 for about three months at Hana House in Brooklyn, is co-operated with K-Beauty Ave, a K-beauty retailer. This move signals a shift from one-off pop-ups to a repeatable event IP, offering overseas buyers a sustained entry point into the U.S. K-beauty market.
Platform structure and partners
Nurihouse, led by CEO Baek Aram, oversees overall planning and operation through its global creator platform Nurilounge. Hana House, a K-culture space in downtown Brooklyn, provides the venue. K-Beauty Ave curates a rotating lineup of Korean brands for the retail floor. The collaboration aims to integrate retail, brand pop-ups, and cultural programs into a single, repeatable event format.
Market context and growth potential
The global K-beauty market is projected to reach $18 billion by 2030, with the U.S. as a key growth driver. As of May 2026, TikTok hashtags #kbeauty and #kpop have surpassed 10 billion and 100 billion views, respectively. This demand, validated by Nurilounge's 2025 'K-Beauty Boost' pop-up in Manhattan—which saw over 4,000 visitors in a weekend—prompted the shift to a sustained platform model.
Event chapters and buyer engagement
Haus of K runs in four chapters over three months. The first, 'Seoul Beauty Lounge' (June 13–20), features 20 brands in a grand opening targeting creators, media, buyers, and investors. The second chapter (June 21–August 13) offers a 7-week retail and pop-up period with 100+ brands, daily programs like AI skin analysis and personal color diagnosis. The third (August 14–23) showcases 13 new brands, and the fourth (August 24–30) focuses on back-to-school promotions.
What buyers should watch
Private previews on June 11–12 include a creator/media preview with 150+ creators and 200+ media, and a business preview with 150+ retail buyers (including Target) and investors. Featured brands include I'm From, Apothe, Melixir, VT, and Tocobo. AI skin analysis by ludient and other beauty tech programs run throughout. This platform offers U.S. buyers direct access to curated Korean brands and real-time consumer data.
Sourcing context
Nurihouse, founded in 2000, operates the AI-driven creator platform Nurilounge with 1.2 million creators and 600+ brands. CEO Baek Aram stated, 'Haus of K is the starting point to expand the validated New York model to major U.S. cities like LA.' Jean Kim, U.S. branch head, added, 'K-beauty is evolving into a lifestyle connecting self-care, wellness, food, and community.' This platform provides a scalable channel for Korean brands to enter the U.S. market.
Source: Read the original report | Published: June 16, 2026