A Free, Government-Backed K-Beauty Showcase Takes Over The Grove

The Grove is hosting one of Los Angeles's largest K-beauty activations of the summer. The LIVE SEOUL pop-up, organized by LOTTE Home Shopping in partnership with KOTRA, South Korea's state trade agency, gathers 43 Korean beauty and lifestyle brands across two floors and runs free to the public from July 17 through August 15, 2026.

The ground floor, Seoul Beauty, is a hands-on retail space for skincare, makeup, haircare, body care and beauty devices, while the second floor, Seoul Now, leans into K-pop, K-food and interactive lifestyle experiences. Beyond shopping, the space offers makeup and skincare classes and personalized color analysis. What sets it apart is its purpose: it doubles as a government-backed US market-entry launchpad for Korean small and medium businesses, meaning many of the products on display have not yet reached American shelves.