From July 17 through August 15, The Grove is hosting LIVE SEOUL, a month-long pop-up celebrating the best of Korean beauty and lifestyle experience created through EESEOL, a curated lifestyle platform that introduces emerging korean brands and connects global consumers with the latest trends from Seoul. As someone who loves discovering Korean products and embracing my Korean heritage, this is definitely an pop-up I’m excited to check out.
The experience is spread across two floors, each offering something a little different.
On the first floor, Seoul Beauty is all about K-beauty. You’ll find skincare, makeup, haircare, body care, and beauty devices, making it a great place to discover brands that may not yet be household names in the U.S. Whether you’re a longtime K-beauty fan or simply curious about what all the buzz is about, there’s something for every beauty lover.
Head upstairs to Seoul Now, where the experience expands beyond beauty. Visitors can explore modern Korean lifestyle trends, enjoy K-pop-inspired experiences, browse unique products, and soak in the vibrant energy of today’s Seoul. It’s designed to feel immersive, giving shoppers a taste of what makes Korean culture so exciting and influential around the world.
One of the reasons this event feels so special is its location. The Grove is one of my favorite destinations to spend an afternoon! Whether it’s shopping, grabbing a bite to eat, or simply enjoying the atmosphere with friends. Seeing it celebrating Korean beauty makes it even more worth the visit.
Los Angeles has become a hub for Korean culture, from incredible restaurants and K-pop concerts to skincare and fashion. This pop-up brings many of those elements together in one place, making it easy to experience a little piece of Seoul without leaving the city.
If you’re planning a visit, keep an eye out for special events and influencer appearances throughout the month, along with opportunities to discover new products and brands you may not have seen before.
I’ll definitely be stopping by to see what hidden gems I can find—and if you’re a fan of K-beauty, Korean culture, or simply love exploring unique pop-up experiences, this one looks well worth adding to your summer itinerary.
LIVE SEOUL at The Grove
The Grove, Los Angeles
July 17 – August 15
Free to visit during regular shopping hours
Have you tried K-beauty before, or will this be your first introduction? I’d love to hear what you’re hoping to discover!
