For three days in May, Melrose Avenue will temporarily turn into a K-beauty testing lab. VT Cosmetics is bringing its viral “Skin Pharmacy” pop-up to Los Angeles from May 15–17, transforming a storefront along Melrose into an interactive skincare experience built around skin analysis technology, personalized consultations, product testing, and exclusive launch-weekend releases.
Following a nearly 7,000-visitor turnout in New York, the Los Angeles activation arrives as VT continues expanding across the U.S. through its growing partnership with Ulta Beauty, where the brand is now available nationwide both online and in stores.
The concept leans into the clinical-meets-playful energy that has helped Korean beauty dominate social media feeds and beauty routines alike. Inside the pop-up, guests move between product stations organized around specific skin concerns while participating in one-on-one skin consultations powered by analysis devices designed to recommend targeted skincare routines.
At the center of the experience is VT’s Reedle Shot line, the product series that helped push the brand into viral skincare conversations online. Powered by VT’s patented Cica Reedle™ technology, the formulas are designed to support absorption and skin renewal through microscopic mineral-derived ingredients that create a tingling sensation often compared to at-home skin treatment experiences.
Reedle Shot, PDRN Treatments, and the Products Driving the Buzz
The pop-up spotlights several of VT’s most recognizable launches, including Reedle Shot 100, PDRN Essence 100, and the PDRN Reedle Shot Hair Ampoule 100. Together, the Reedle Shot line has surpassed more than 78 million units sold globally while collecting hundreds of beauty awards internationally.
Visitors will also be able to test products firsthand through dedicated sampling stations and participate in Ulta review events tied to giveaways and exclusive gifts-with-purchase.
Guests purchasing VT products through Ulta.com during the event will receive tiered promotional items ranging from custom silver VT goodie bags to limited skincare sets and an unreleased product previewed exclusively at the pop-up. Throughout the weekend, all VT Cosmetics products sold through Ulta.com will also be discounted 20 percent.
Melrose Continues to Be Ground Zero for Beauty Pop-Ups
The location feels intentional. Melrose Avenue has increasingly become a landing point for beauty activations looking to blur retail, social media, and live experience into one space. VT’s approach fits naturally into that landscape—part skincare consultation, part product playground, part fan-driven event.
But underneath the photo moments and sampling stations is a broader push into the American market.
“We are excited to introduce VT to more U.S. consumers through our partnership with Ulta Beauty,” said Seoyeon Oh of VT Cosmetics’ Global Marketing Team. “This pop-up is a meaningful opportunity to connect directly with customers and share VT’s Active Performance Skincare philosophy.”
For skincare fans already familiar with Reedle Shot through TikTok reviews and Korean beauty forums, the weekend offers a chance to test the products in person. For everyone else, it’s an introduction to one of K-beauty’s fastest-growing brands while it’s still in expansion mode.
Admission is free and open to the public. For more information about the brand globalvt-cosmetics.com, For the event, visit: vtcosmetics_global
Skin Analysis Consults & 20% Off on ULTA.COM
Location: 8022 Melrose Ave., Los Angeles
Hours: Friday-Sunday, 10 a.m.-5 p.m.
Photo credits: Photo courtesy of VT Cosmetics
