New York — The marketing and commerce one-stop platform company “Nuri House,” dedicated to boosting K-Beauty’s global outreach, successfully held the “K-Beauty Boost in New York 2025” event at the Korean Cultural Center in New York. Over 400 creators and industry professionals, including representatives from global retailers, participated in the B2B and media segments.

Held from August 21 to 26, the event kicked off with “It’s Time for K‑Culture 2025: Seoul Beauty Metro” — a media & creators’ day — followed by B2B sessions that brought together K‑Beauty brands with local buyers and distributors. On the public day, which took place on August 23, over 1,800 people flocked to the venue, many of whom had queued from the previous night. The pre‑scheduled private event also drew about 400 attendees.

At the B2B segments, leading retailers such as Sephora, Macy’s, and Walmart were in attendance, alongside wholesale distributors and operators of independent specialty shops from across North America — a testament to the growing interest in K‑Beauty. In a notable collaboration, Meicoders, the operator of the global B2B e‑commerce platform SEOUL4PM, served as a co‑host, facilitating connections with small and mid‑sized retail buyers in North America.

Nuri House reported that 12 K‑Beauty brands — including belif, Clio, Centellian24, Hanskin, Dr. Shuracle, Laka, and A’pieu — had exhibition booths. On the fourth floor, a dedicated business meeting room provided a venue for active export consultations and business discussions; dozens of one‑on‑one brand meetings were organized through prior registration.

The event also featured major influencers: BeautyWithinFelicia (2.7 million followers), Jusyka (2.2 million), Kai Li (2.3 million), as well as Max Holin, Director and CEO of the Metropolitan Museum of Art.

Choi Sae‑mi, CEO of Meicoders, remarked, “It was a time when we could feel North American consumers’ passion for K‑Beauty, and this collaboration reference allows us to formulate strategies for securing more customers in the future.”

Baek A‑ram, CEO of Nuri House, emphasized, “The era when marketing, export, and commerce operated separately is over — integrated strategies are now essential. Nuri House is building infrastructure centered on the North American market to support the global establishment and growth of Korean brands.”

*This article was translated to English for International buyers. The original Korean article can be viewed here.