CreatripTeam

K-beauty brand DEMAF operated a retail-focused pop-up store in Soho, New York, in October, marking its third popup event in the city this year as part of accelerated global expansion. Known for the slogan “a brand that genuinely improves skin,” DEMAF has rapidly risen to top sales on major platforms like MUSINSA Beauty (무신사 뷰티), Hwahae (화해), and KakaoTalk Gifts (카카오톡 선물하기). Instead of an experience-only event, the Soho pop-up prioritized direct sales with no prior promotions or free gifts, allowing New Yorkers to freely try products and routines. DEMAF CEO Hyejin Choi, who staffed the shop for two weeks, said the strong response and sales showed that customers recognized “DEMAF” as a brand identity beyond the K-beauty category. The company also sponsored the Beauty New York event at the World Trade Center Oculus Plaza and plans to expand offline touchpoints in other global cities to share its brand philosophy.