Korean-American Brands Lean Back Into K-Beauty

One October weekend, over 4,000 attendees queued for hours outside the skincare brand Glow Recipe’s 10th anniversary pop-up in Los Angeles. Styled after a Korean night market, once inside, attendees could grab Korean snacks, samples of a newly relaunched Watermelon Glow Jelly Sheet Mask and sweatshirts, hats and keychains evoking Blackpink merch. Printed onto merchandise and displayed in neon on a backdrop of paper lanterns, the words “Glow Recipe” were, for the first time,…