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Gen Z Brand Fwee Opens a New Flagship Store in SoHo

This first U.S. store offers an NYC-Exclusive Keychain Making Station to hold their lip + cheek products.

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By: Rachel Klemovitch

Assistant Editor

K-beauty brand Fwee has opened its doors in SoHo, New York, marking its first permanent retail space in the U.S.

The new Flagship Store is located at 74 Grand Street, and includes a NYC-Exclusive Keychain making Station. 

Fwee launched in 2021, gaining popularity with Gen Z. The brand’s Glowy Jelly Pots and Blurry Pudding Pots quickly went viral on TikTok. These pots fit in portable keychains for on-the-go touch-ups.

The brand launched, Korea’s first matte Lip+Cheek product, to their jelly-textured cosmetics and Blurry Pudding Pots, a creamy, pudding-like formula offered in over 50 inclusive shades.

Fwee took off in Korea with its first-ever AGIT Seongsu Flagship Store in Seoul, becoming an experiential beauty space and hotspot for international visitors and social media influencers.

The new 1,600 square foot NYC store acts as a vibrant, immersive place for beauty lovers. 

The store features a cozy concept offering keychains and other special perks with every purchase.

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