K-beauty brands curated by CJ Olive Young are set to enter Sephora stores in the United States.
Olive Young announced on the 5th that it will officially launch the “OLIVE YOUNG K-Beauty Edit” display at more than 580 Sephora offline stores in the U.S. and its online mall. Olive Young signed a partnership with Sephora to this effect in January this year.
The Olive Young K-Beauty Edit, opening on the 20th, has been designed as a space to present the diversity and trends of K-beauty to the local market in a multidimensional way. It comprises approximately 150 products from 19 K-beauty brands spanning the entire K-skincare routine, centered on basic cosmetics popular with North American consumers such as serums, creams, and sun care, as well as toner pads, cleansers with new formulations, and mask packs. The lineup ranges from steady sellers such as the “Rejuran” ampoule containing the PDRN ingredient and the “Torriden” hydrating serum, to emerging brands such as the “Beplain” mung bean cleanser and “Tocobo” beauty devices. Other brands include Manyo Factory, Menokin, Make Prem, Banila Co, BIOHEAL BO, Sungbun Editor, Cell Fusion C, Arencia, Abib, S.Nature, Wellage, Fation, Pyunkang Yul, Have Blue, and Whipped. Olive Young plans to update its brand and product lineup twice a year.
The company will also carry out localized marketing. Sephora plans to promote the products using the main outdoor billboard at its flagship store in New York’s Times Square and will send related marketing content to all its members in the U.S. Launch commemoration events will also be held. Pop-up store trucks will operate in front of major Sephora stores located in Times Square in New York, Austin in Texas, and Miami in Florida, and photo zones and sample giveaway events will also be held.
The company is also accelerating its global expansion. It plans to open the Olive Young K-Beauty Edit at Sephora offline stores in Singapore, Malaysia, Thailand, and Hong Kong within this year, and in Canada, Australia, the United Kingdom, and the Middle East next year.
Kim Do-young, head of Olive Young’s Global MD Business Division, said, “Through the Olive Young K-Beauty Edit, more consumers will be able to encounter excellent K-beauty brands.” Caroline Boyanoski, Sephora’s Senior Vice President of Merchandising, said, “Through the Olive Young partnership, we plan to help Sephora customers experience K-beauty more closely, while further solidifying Sephora’s position as a destination for discovering new beauty.”