Your New Go-To Spot For Korean Beauty Products Isn't Where You'd Expect

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Hard-to-find beauty products are about to become a lot easier to track down thanks to Urban Outfitters. The company best known for bringing hipster culture to malls across America is gearing up to expand its beauty department, focusing not on products from mass corporations but indie lines, apothecary, and companies from overseas — with a special focus on Korean brands. While extremely buzzy in the beauty space, Korean products can be frustrating to locate in real life. Urban Outfitters will have "the largest assortment of Korean beauty in the U.S.," according to the company.

Urban will be the first to nationally distribute many of these brands. Typically, we rely on places like Etsy or indie boutiques to tell us about the newest, small companies, so it's pretty exciting that such a large retailer will be investing in under-the-radar products. With its focus on local, natural ingredients, UO definitely knows what its customer wants.

On June 7, the company will open a beauty shop in the new Herald Square store. This location will be stocked with the expanded product selection and staffed by makeup artists who can give makeovers to shoppers while they ponder whether or not jelly sandals are truly back. But, really, anything that gets us closer to looking like we live inside a Free People catalog gets a thumbs-up from us, and since Urban owns FP, we'll count this as a step in the right direction. So, if we disappear for a few hours next week and call it a coffee break, you'll know where to find us.

Tonymoly Egg Pore Blackhead Out Oil Gel, $16, available at Urban Outfitters.



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