Korean skincare has officially crossed into the mainstream, and it’s not leaving anytime soon. At the heart of this renewed interest is the “glass skin” phenomenon—fueled by milky toners, jelly-like masks, and snail mucin serums that promise a luminous complexion.

Thor Equities Group has secured a lease with Korean skincare company Skin 1004 for its first standalone North American store at 470 Broadway in SoHo, New York City. Known for high-quality, plant-based products, Skin 1004’s new location marks a significant expansion into the U.S. market.