Over the past few years, Korean beauty and skincare, known as “K-beauty”, has become an integral part of the American beauty market. Thanks to the global beauty community’s use of social media, products and practices that have been part of Korean women’s routines for years are now being adopted by beauty aficionados of all ethnicities. In the heart of New York City’s Koreatown on 32nd Street, Korean beauty stores are flourishing as non-Asian customers discover K-beauty through social media or by way of mainstream beauty stores like Sephora and Ulta. Offering everything from masks to cleansers to color cosmetics, the multitude of K-beauty stores on 32nd Street are quickly becoming New York’s destination for premier skincare and cosmetics.