– Dear Klairs joined 20 top K-beauty brands at the Beauty Bakery New York Project, attracting 5,000 visitors to its immersive Soho showcase.
– Mega-influencer Erica Ha curated a signature “beauty recipe” for her 1.6 million followers, highlighting the brand’s Unscented Toner and Midnight Blue Calming Cream.
Dear Klairs, the Seoul-based skincare brand recognized for its functional and sensitive-skin-friendly formulations, recently took center stage at the Beauty Bakery New York Project in Soho. Held from December 9 to 15 at 21 Greene Street, the immersive week-long event marked a significant milestone in the brand’s global journey, successfully engaging the U.S. market through hands-on experience and creator-led storytelling.
The Beauty Bakery New York Project served as a premier showcase for 20 of the most innovative and influential Korean beauty brands today. Dear Klairs stood alongside notable industry leaders including d’Alba, Torriden, Medicube, Mixsoon, and Purito, collectively highlighting the sophisticated skincare expertise and high-performance products that have made K-beauty a global phenomenon.
The scale of the event was unmatched, drawing approximately 5,000 visitors over its seven-day run. The pop-up’s influence was amplified by its “Beauty Chefs” – four mega-influencers including Erica Ha, Evelyn Ha, Haleyybaylee, and Amy Flamy – who shared their personal beauty “recipes” with a combined global following of over 40 million.
Central to the Dear Klairs presence was a special collaboration with prominent beauty and lifestyle influencer Erica Ha (@erica.ha). With a dedicated audience of over 1.6 million, Ha added deep authenticity to the experience by bringing her trusted perspective as a key curator for the showcase, hand-selecting two Dear Klairs products that aligned with her personal routine for maintaining a healthy skin barrier:
- Supple Preparation Unscented Toner: A hydration essential formulated without essential oils, providing deep moisture for even the most reactive skin types.
- Midnight Blue Calming Cream: A specialized soothing cream designed to provide rapid relief for irritated skin.
The products saw significant demand from Soho visitors seeking effective, gentle solutions for winter skincare concerns, solidifying the brand’s commitment to functional, results-driven skincare.
By participating in the Beauty Bakery New York Project, Dear Klairs moved beyond traditional retail to focus on experiential brand storytelling. Fostering a space for direct connection and brand discovery, Dear Klairs has further reinforced its brand presence as a staple in the North American beauty landscape.
To stay updated on new brand experiences, visit @klairs.global on Instagram.