Olive Young, a leading K-beauty retailer under the CJ Group, is making a bold move to strengthen its presence in the U.S. market. With over 1,350 stores in South Korea, the company has announced plans to establish a local subsidiary in Los Angeles, aiming to enhance its operations in the United States.
This strategic expansion will enable Olive Young to tailor its product sourcing and marketing efforts to better meet the demands of American consumers. The company plans to open its first physical store in the U.S. soon, although the exact date has yet to be revealed.
Lee Sun-jung, CEO of CJ Olive Young, stated, “The launch of our U.S. subsidiary marks a significant step in our mission to support small and medium-sized K-beauty brands in the global market. We will continue to serve as a growth booster for K-beauty worldwide, ensuring that the industry maintains its upward momentum.”
Since opening its first store in South Korea in 1999, Olive Young has grown to attract over 4.8 million monthly visitors to its online mall. The retailer’s website, accessible in 150 countries, features popular K-beauty brands such as Skin1004, Anua, Romand, Numbuzin, and the viral sensation Beauty of Joseon, known for its Relief Sun SPF.
In addition to trendy brands, Olive Young also carries established names like Laneige, Innisfree, and Aestura, all part of the K-beauty heritage.
The timing of Olive Young’s U.S. expansion aligns perfectly with the growing interest in K-beauty products. Notably, Beauty of Joseon reported sales exceeded 100 million in 2023, a significant increase from 31 million in 2020, largely driven by U.S. consumers.
According to a 2024 report from Landing International, which has been instrumental in introducing K-beauty brands to U.S. retail, K-beauty exports to the U.S. surged from
622.3 million in 2020 to 1.2 billion in 2023.
Major U.S. retailers like Sephora and Ulta Beauty are also eager to incorporate K-beauty brands into their offerings to satisfy consumer demand. This month, Sephora introduced Biodance and Aestura, while Ulta welcomed Anua, known for its effective yet gentle products like the Heartleaf Pore Control Cleansing Oil.
