CJ Olive Young expands U.S. presence amid K-beauty surge

CJ Olive Young is aggressively expanding its footprint in the United States to capitalize on the growing popularity of K-beauty. Following the establishment of a local subsidiary in Los Angeles and a large-scale logistics center in Bloomington, California, the company has already opened two physical stores in Pasadena and Century City.

The Pasadena location has seen significant traction, attracting over 1,000 customers daily. The store utilizes specialized services to appeal to American Gen Z consumers, including 'Skin Scan' technology that analyzes pore size and wrinkle depth to provide personalized product recommendations. The retail strategy emphasizes category-based curation, featuring approximately 400 brands and 5,000 products across skincare, makeup, and inner beauty segments.

Driven by the fact that K-beauty exports to the U.S. reached $2.2 billion last year, CJ Olive Young plans to expand its presence to five stores in California by the first half of next year. The company also intends to broaden its product range to include wellness and inner beauty items to increase touchpoints between local consumers and Korean beauty brands.