On the morning of the 20th, a new dedicated retail outlet named “OliveYoung K‑Beauty” opened at the Times Square branch, one of Sephora’s U.S. stores nationwide. The initiative aims to gather Korean-made beauty products in one place and introduce American consumers to the unique performance and quality of K‑beauty.
The more than 150 items sold include 19 brands such as “Rejiguran” and “Toriden,” along with a wide range from sunscreens to masks, and skin‑care lines. University student Lankky said, “I not only purchased the products online from Sephora’s website, but I was also satisfied with the smooth feel of Korean beauty and the lack of sting in the sunscreen.”
The pop‑up event held at the site featured the OliveYoung truck installed 5 minutes away from the Times Square store. The truck displayed a banner proclaiming “Korean #1 beauty store has come to Sephora,” while giving free samples to participants. At the venue, lines stretched over 50 meters and many visitors had the opportunity to try the products firsthand.
To expand its presence in the U.S., OliveYoung chose a “win‑win” strategy with Sephora. With Korean beauty’s export revenue reaching $1.7 billion in 2024, the brand plans to grow to two direct stores and five additional stores in the U.S. CJ OliveYoung’s global B2B marketing head Kim Seong‑yong said, “By partnering with mid‑market and indie brands, we can quickly enter the U.S. beauty market while aligning with current industry trends.”