One of Basu’s favorite moments? A surprise misting experience with Glow Recipe’s Watermelon Mist. “Guests ringing the bell and being misted by a mysterious pink-gloved hand always sparked genuine laughter and delight—a true moment of surprise and connection,” she said.Photo: Courtesy of Glow Recipe
LOS ANGELES & NEW YORK—To mark its 10th anniversary, Glow Recipe—the cult-favorite skincare brand co-founded by Korean American entrepreneurs Sarah Lee and Christine Chang, creators of viral hits like the Watermelon Glow Toner and Dew Drops—teamed up with Sephora to host a bicoastal pop-up experience inspired by Seoul, South Korea’s iconic night markets.
The events, produced in collaboration with experiential marketing firm MKG, brought the essence of Glow Recipe’s Korean roots and vibrant branding to life for fans in Los Angeles from Oct. 18-20 and New York City from Nov. 15-16. But these immersive events weren’t just product displays—they were a vibrant celebration of Glow Recipe’s decadelong journey, offering exclusive merchandise, sneak peeks of unreleased products, late-night snacks, and a slew of interactive experiences.
“The Seoul-inspired Night Market concept came from Glow Recipe, a brand authentically anchored in Korean skincare philosophies,” explained Reina Basu, MKG’s director of business development. “MKG translated the infectious energy of Seoul’s iconic night markets and Glow Recipe’s vibrant branding into the experience by creating a truly immersive and multisensorial experience for guests.”
Much like a real night market, the eclectic spaces aimed to activate attendees' five senses—sight, sound, touch, smell, and taste—and MKG worked to incorporate Glow Recipe’s story and history every step of the way. Clever touchpoints included an interactive timeline showcasing the brand's 10-year journey, a shop featuring beloved discontinued products, and even a vending machine dispensing popular skincare items. Attendees were also able to shop exclusive merch featuring Korean lettering and designs, curate their own skincare kits, listen to K-pop hits, and enjoy bars stocked with tanghulu treats.
Glow Recipe, Sephora, and MKG worked closely to ensure every element resonated with the brand’s heritage while also appealing to its diverse community of fans, said Basu. “While we had many goals with the activation, we always approached our decisions through a community-first lens, and that was the central theme guiding our decisions—to create something meaningful for the Glow Recipe community,” she added, noting that the events attracted press, influencers, and skincare enthusiasts.
Basu added that the events drew “overwhelming turnout,” with lines around the block. “Hearing guests praise the creativity, authenticity, and execution of the experience made it clear we had delivered something truly memorable.”
Keep scrolling for a look inside the Los Angeles and New York events...
![Both events featured a timeline booth showcasing Glow Recipe’s 10-year history. “[It] was such a smart way to showcase the breadth of Glow Recipe innovations throughout the last 10 years while also building hype about what’s yet to come,” said Basu. “MKG’s role was to ensure the brand’s story was being told in a way that guests could really engage with and remember, so we made it extremely interactive.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/11/GLOWNIGHTVIP__21.673e468c63e14.png?auto=format%2Ccompress&q=70&w=400)
MKG had just nine weeks to bring the LA experience to life, followed by only four weeks to transition it to New York—something that required detailed coordination, noted Basu. “In New York, high demand led to long queues, so we pivoted to a ticketed time slot system to better accommodate guests,” she added. “This flexibility helped us maintain a positive guest experience despite the overwhelming response.”
