Beauty creator startup Oddins to showcase cosmetics popup in New York next month

A promotional banner for Oddins' popup Beauty Bakery / Courtesy of Oddins

Oddins, the Seoul-based new-media startup bridging beauty creators and cosmetics brands, said Friday it will showcase popup store for cosmetics brands Beauty Bakery in New York next month.

According to the company, it successfully showcased its first Beauty Bakery popup in Singapore earlier this year, and the New York popup is the second of its kind.

The popup will arrive at 21 Greene in New York City for a week starting Dec. 9 and will feature four of the most influential American creators — Evelyn Ha, Erica Ha, Amy Flamy and Haleyybaylee — in collaboration with 20 emerging K-beauty brands.

Together, the four creators have more than 40 million subscribers across YouTube, TikTok and Instagram.

With 15.7 million followers on TikTok, 9.3 million on Instagram and 8.7 million on YouTube, Haleyybaylee, whose real name is Haley Kalil, is a U.S. influencer known for her humor and creativity in beauty. Amy Flamy, one of Korea’s leading creators and TikTok’s 2025 Creator of the Year, has 5.7 million subscribers on TikTok, 2.3 million on Instagram and 595,000 on YouTube.

“Their diverse perspectives capture what modern beauty means across cultures — confident, expressive and community-driven,” Oddins said in a press release.

Each creator is expected to showcase their own selection of five hand-picked brands that reflect their individual beauty style and self-expression. Visitors will experience emerging Korean beauty brands currently trending in Seoul and making their way into the U.S. market.

“Beauty Bakery isn’t just a pop-up — it’s where creators, brands and fans meet through beauty,” said Alin Ko, CEO and co-founder of Oddins.

“It’s a new kind of retail that’s powered by storytelling, creativity and community.”