Sephora to Launch 19 Olive Young-Curated K-Beauty Brands Across More Than 500 U.S. Stores

Sephora and CJ Olive Young announced on August 4 that they will launch 19 Olive Young-curated K-beauty brands in the United States as the first market activation under their global retail partnership.

Beginning August 20, the assortment will be available in more than 500 Sephora stores nationwide and through the retailer’s official online platform, Sephora.com. Brand and product selections may vary depending on each store’s available space and whether certain brands are offered exclusively online.

The partnership brings together Sephora’s global retail network and client experience with Olive Young’s expertise in identifying Korean beauty trends and consumer demand. Participating brands were selected based on their product performance, popularity among Korean consumers and role in shaping trends within the country’s beauty market.

Summary

Nineteen Established and Emerging Brands Join the Assortment

The initial lineup consists of Abib, Arencia, Banila Co, beplain, Bioheal Boh, Cell Fusion C, Fation, Fully, Heveblue, make p:rem, Ma:nyo, Menokin, Rejuran Cosmetics, S.Nature, Sungboon Editor, Thome, Torriden, Wellage and Whipped.

The selection combines established Olive Young favorites, including Banila Co, Ma:nyo and Torriden, with newer brands that have gained visibility through social media, such as Arencia and Whipped.

The initial assortment is focused on skin care, with products addressing categories and ingredients currently attracting attention in the Korean market, including barrier support, hydration and PDRN-infused formulations.

Brands including Abib, Rejuran Cosmetics, Sungboon Editor and Heveblue offer hero products featuring PDRN, forming part of the assortment aimed at U.S. consumers who prioritize ingredients and product performance.

Dedicated Space at Sephora’s Times Square Flagship

Sephora will introduce a dedicated Olive Young K-beauty space at its Times Square flagship in New York City as part of the U.S. launch.

Curated selections will also be presented under the name “OLIVE YOUNG K-beauty Edit” at more than 500 Sephora stores nationwide. Sephora has expanded its K-beauty portfolio across skin care, hair care and makeup for more than a decade. The new partnership provides the retailer with a more structured way to introduce products informed by current trends in Korea.

Carolyn Bojanowski, Executive Vice President of Merchandising at Sephora, said: “Access to Korean Beauty has redefined the global beauty landscape, and SEPHORA continues to be at the forefront of bringing the very best of the category to our clients. Partnering with Korea’s #1 beauty & health retailer, OLIVE YOUNG, expands U.S. consumers’ access to an unparalleled assortment of Korean beauty, giving beauty lovers the opportunity to explore and try some of the most coveted brands and formulations from Korea. Through this partnership, we’re bringing the world of K-Beauty closer to our clients while reinforcing SEPHORA’s role as the ultimate destination for beauty discovery.”

Expansion Planned Across Asia, the Middle East, the UK and Australia

Following the U.S. debut, the partnership is scheduled to expand into additional markets later in 2026, including Hong Kong SAR, Singapore, Malaysia and Thailand. Further expansion into the Middle East, the UK and Australia is planned for 2027.

Do-young Kim, Executive Vice President of U.S. Merchandising at CJ Olive Young, commented: “For more than 26 years, OLIVE YOUNG has helped define Korean beauty by curating the products and brands shaping today’s trends and connecting consumers from Korea and around the world with the very best of K-Beauty. By combining OLIVE YOUNG’s merchandising expertise and trend-driven curation with SEPHORA’s exceptional global retail platform and client experience, this partnership will make the very best of Korean beauty more accessible than ever before.”

By selecting products according to their popularity and proven performance in Korea and introducing them globally through Sephora’s retail network, the partnership reflects a broader shift in the international growth of K-beauty. Expansion is increasingly moving beyond individual brands entering overseas markets independently toward large-scale distribution strategies built through partnerships between major retailers.

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