On January 20, Sephora, a global leader in prestige beauty retail, and CJ Olive Young, Korea’s leading beauty and health retailer, announced a strategic partnership to bring cutting-edge and highly sought-after K-beauty to consumers worldwide.
The partnership will launch this fall in the United States, Canada, Hong Kong SAR, and Southeast Asia (Singapore, Malaysia, Thailand) as an advanced omnichannel collaboration, with plans to expand into additional regions, including the Middle East, the UK, and Australia in 2027.
Dedicated Curation Zone by Olive Young
Through this partnership, Sephora’s innovative customer experience—including guidance and support from expertly trained Beauty Advisors available at all stores, deep ecommerce expertise, and a highly engaged customer base—will be combined with Olive Young’s unparalleled curation capabilities.
Sephora customers will be able to access a dedicated zone curated by Olive Young both online and in stores, where they can purchase a carefully selected lineup of the most sought-after Korean beauty brands and the latest trend-driven health and beauty products, all chosen through Olive Young’s expert eye.
Priya Venkatesh, Global Chief Merchandising Officer at Sephora, stated: “Korean beauty is currently one of the most innovative, fastest-growing, and most desirable categories in the beauty industry. Sephora was the first major retailer to introduce K-beauty to the North American market in 2010, and our portfolio has grown into a global business. We are thrilled to partner with Olive Young, Korea’s leading beauty retailer, to bring their expertly curated Korean beauty brands to beauty fans around the world. The fusion of both companies’ strengths will deliver an unprecedented and inspiring experience for all beauty enthusiasts eager to explore K-beauty.”
Youngah Lee, Chief Strategy Officer at Olive Young, commented: “We are very pleased to partner with Sephora as we advance our global expansion strategy. As worldwide interest in K-beauty accelerates, we believe this collaboration represents an extremely meaningful opportunity to expand the reach of Korean brands in key international markets.”
Bringing World-Class K-beauty to Global Beauty Fans
Currently operating 3,400 points of sale across 35 countries, Sephora has continued to connect over 80 million beauty fans with cutting-edge brands as one of the world’s leading innovators in prestige beauty. Meanwhile, Olive Young has achieved rapid growth as a driving force in the globalization of K-beauty, operating over 1,390 stores in South Korea and offering a wide range of beauty and wellness products across various categories.
Through this partnership, both companies will provide millions of Sephora customers with access to the highest-quality K-beauty brands while creating an environment where they can experience the latest beauty and health trends from Korea.
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