Markets 
No need to jet off to Seoul for your next beauty binge.
Viral K-beauty brand JSM Beauty is hosting a pop-up in NYC’s Union Square, complete with plenty of aesthetic photo opps.
Named after the founder and one of South Korea’s most influential makeup artists, Jung Saem Mool, the brand will show off its Glass Skin Atelier experience from Thursday, May 28, to Saturday, June 2, at 31 E. 17th St.
Visitors will have the complimentary opportunity to try JSM Beauty’s unique augmented reality shade matching, which detects the user’s skin undertones for foundation-matching purposes. They can also slip on one of the brand’s virtual reality headsets to get a glimpse into Seoul itself and get an experience similar to that of the flagship store.
Customized yakgwa — a traditional Korean honey cookie composed of wheat flour, honey and ginger that’s fried and coated in syrup — will also be available, along with collagen tea elixirs from the brand Pretty Tasty.
For guests willing to cough up some cash — or arrive early — even more opportunities are available.
The first 30 guests each day of the experience will receive a complimentary gift set of the brand’s bestselling products, including its foundation cushion and a few minis, complete with a limited-edition cushion case that has a luminous, mother-of-pearl-inspired design.
For those who spend over $250 on products, an individual session with a JSM artist can be booked to best learn how to best use new merch to best complement your features.
But if you still want an IRL experience in South Korea, a receipt lottery will even produce one winner who will get the chance to experience Seoul for themselves on a three-day, two-night trip to Seongsu.
JSM Beauty will also be hosting masterclasses for the application of their products and an artist night with founder Jung Saem Mool, though those spots have officially closed for entry.
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