If you’ve ever dreamed of stepping inside your TikTok FYP, Fwee just made it happen — and lucky for us (and you!), Celeb Secrets got a first look before the doors officially opened to the public.
The K-beauty brand that stole our hearts (and vanities) with their viral Glowy Jelly Pots and Blurry Pudding Pots has landed in SoHo with their very first U.S. retail store — and trust us, it’s a beauty lover’s playground you have to see in person.
Located at 74 Grand Street, the 1,600-square-foot space is basically a candy shop for makeup — a bold, bubbly oasis of pastel pots, scoopable pigments, and Instagrammable moments at every turn. Whether you’re a longtime Fwee fan or totally new to the pudding-and-jelly party, this store is a must-visit.
From the moment you walk through the brightest store on the block, you’re instantly met with a pop of color and walls lined with Fwee’s most iconic products in every shade under the sun. Picture a glossy, candy-coated dream world where testing your favorite shades is highly encouraged and swatching is the new sport.
At the exclusive press preview, we got to try on different Jelly Pot and Pudding Pot shades, scoop up some new faves, and immerse ourselves in what might be the cutest K-beauty experience in NYC.
Now this is what we call next-level beauty branding — Fwee’s NYC-exclusive keychain activation is one of the store’s standout experiences, and it’s exactly what it sounds like.
You can scoop your fave shade of jelly or pudding-like pigment into a teeny-tiny pot and then attach it to a collectible keychain that you can clip onto your bag, keys, or phone. Think of it as your new must-have accessory that’s equal parts adorable and functional (hello, touch-up on the go!).
It’s giving DIY beauty bento box and we’re obsessed.
We could go on forever about every swatchable item in store, but here are a few must-haves that had us absolutely swooning:
Glowy Jelly Pot in Honey Peach
$14.40 $18
This dreamy, glossy balm delivers the perfect dewy sheen with just a touch of peachy-pink perfection. It’s lightweight, hydrating, and gives that “I just came back from vacation” glow without ever boarding a plane.
Glowy Jelly Pot in Sugar Powder
$14.40 $18
For lips that look juicy and feel hydrated, the Jelly Shimmer Balm in Squeezed is a total game-changer. One swipe = instant sparkle, and we’re living for it.
Blurry Pudding Pot in Boy & D-Day
$16
These pudding-like pots are as fun to apply as they are to wear. Whether you’re feeling soft and flirty (Boy) or bold and confident (D-Day), this buildable cream-to-powder formula gives a dreamy, blurred finish that works on both lips and cheeks. The texture? Chef’s kiss.
Aside from the TikTok-turned-IRL vibes and the cutest product packaging ever, Fwee AGIT NYC is offering fans an immersive experience that’s more than just a shopping trip — it’s a full-on beauty adventure.
With hands-on product play, custom keepsakes, and exclusive gifts with every purchase, this SoHo stop is a must-visit for every beauty baddie out there. Whether you’re building your makeup bag from scratch or just want to vibe with some pudding pots, Fwee has something for everyone — and yes, your content is going to look so good in here.
Grab your bestie, clear some space in your camera roll, and get ready to play with the prettiest pudding and jelly products you’ve ever seen! You can visit Fwee at 74 Grand Street, New York, NY 10013 from Monday through Sunday, 10AM-8PM.
