Sephora and CJ Olive Young on Tuesday announced a global partnership that will feature the Korean beauty retailer in specialized zones at Sephora stores and online.
Starting in the second half of the year, Olive Young will have curated spaces in Sephora stores across the U.S. and Canada and in “key global markets including Singapore, Malaysia, Thailand, and Hong Kong,” the companies said in a press release. In 2027 the tie-up will expand into more markets including the Middle East, U.K. and Australia.
Olive Young, whose model resembles Sephora, previously announced plans to enter the U.S. with two of its own stores opening in California this year. The first location will open in Los Angeles in May.
That effort and the Sephora partnership answers growing demand for K-beauty and wellness more broadly. Global recognition and retail concepts are the next steps for K-beauty brands like Anua, Tir Tir, Beauty of Joseon and Olive Young, according to research released earlier this month by consulting firm the Consumer Collective.
This tracks with Olive Young’s stated goals.
“As global interest in K-beauty continues to accelerate, we see this collaboration as a meaningful opportunity to work together in expanding the reach of Korean brands in key international markets,” Olive Young Chief Strategy Officer Youngah Lee said in a statement Tuesday.
Sephora Global Chief Merchandising Officer Priya Venkatesh called Korean beauty “one of the most innovative, fastest-growing and desirable categories in beauty right now” and said Sephora was the first major retailer to bring K-beauty to North American consumers more than 15 years ago.
But it’s hardly the only retailer to recognize the value of such partnerships. Earlier this month female-owned Korean skincare brand Haruharu Wonder and Target announced the brand would be sold in Target stores nationwide. And last year Ulta expanded its K-beauty assortment — bringing in Chasin’ Rabbits, I’m From, Mixsoon, Rom&nd, Neogen, Some By Mi, Sungboon Editor and Unleashia — via a partnership with K Beauty World.
