CJ Olive Young launches K‑Beauty edit at Sephora US stores

CJ Olive Young announced that on January 20 it will open an "Olive Young K‑Beauty Edit" counter in more than 580 Sephora brick‑and‑mortar locations across the United States and on Sephora’s online platform. The edit will showcase 19 Korean beauty brands – including established names such as Rejuuran, Witch Factory and Menokin and newer entrants like Beplain and Tom – with roughly 150 SKUs of serums, creams, sunscreens, toner pads, cleansers and mask packs.

The partnership, first sealed in January, aims to refresh the brand mix twice a year and expand the Olive Young presence beyond its own stores in California. Olive Young plans to roll the edit out later this year to Sephora outlets in Singapore, Malaysia, Thailand and Hong Kong, with further expansion to Canada, Australia, the United Kingdom and the Middle East slated for 2027. Olive Young’s Global MD Kim Do‑young said the Sephora channel will broaden U.S. consumer access to K‑beauty, while Sephora MD Caroline Boyanoski highlighted K‑beauty’s transformative impact on the global beauty market.