Sephora has partnered with CJ Olive Young, a leading Korean beauty and wellness retailer, to introduce dedicated K-beauty zones curated by Olive Young in Sephora stores beginning in the second half of 2026. Initial deployments in the U.S., Canada and key markets including Singapore, Malaysia, Thailand and Hong Kong will be followed in 2027 with expansions to the Middle East, the UK and Australia.
The partnership with Sephora marks a key milestone for Olive Young as the retailer prepares to open its first physical store in Los Angeles this May. Olive Young also continues to position itself as a platform designed to identify, nurture and scale brands, connecting domestic success in Korea with growing consumer demand around the world.
“Korean beauty is one of the most innovative, fastest-growing and desirable categories in beauty right now,” said Priya Venkatesh, Global Chief Merchandising Officer at Sephora in a statement. “Sephora was the first major retailer to debut K-beauty brands to North American consumers in 2010, and our portfolio has grown to a global business. [Olive Young]’s differentiated assortment, coupled with Sephora’s unique point of view on the beauty shopping experience, will bring an unrivalled and inspiring offer.”
Sephora has been working with several beauty brands to expand their presence internationally. In November 2024 E.l.f. Beauty expanded its presence in the Gulf Cooperation Council (GCC) countries via a partnership with Sephora.
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Sephora competitor Ulta Beauty also is doubling down on this hot category through its partnership with K-Beauty World, bringing more than 200 Korean beauty products to its customers both online and in stores.
