Korea’s leading beauty and lifestyle retailer enters the U.S., bringing 27 years of K-beauty retail heritage and expertise to customers nationwide across in-store and online channels
OLIVE YOUNG, Korea’s leading beauty and lifestyle retailer, today announced that it will officially open OLIVE YOUNG Pasadena, its first brick-and-mortar store in the United States, on May 29 at 11 a.m. PDT. The company will also launch a U.S.-exclusive online store, expanding access to customers nationwide.
What Is OLIVE YOUNG Bringing to the U.S. Beauty Market?
Located at 58 W Colorado Blvd, the 8,647-square-foot OLIVE YOUNG Pasadena marks a significant milestone in OLIVE YOUNG’s global expansion, bringing Korea’s leading beauty and lifestyle retail experience directly to U.S. consumers. Inspired by the fast-moving beauty culture and retail energy of Seoul, the store offers a highly curated assortment of trending K-beauty, wellness and globally popular brands across skincare, makeup, hair care, wellness and lifestyle categories.
Customers can explore products curated by OLIVE YOUNG, Korea’s leading beauty and lifestyle retailer with 27 years of expertise. The assortment brings together emerging viral hits, innovative skincare and beauty products and bestsellers loved by Korean consumers, alongside globally recognized brands that already resonate with local shoppers. Backed by OLIVE YOUNG’s data-driven curation, the selection reflects current Korean beauty trends while offering immersive in-store experiences designed to make beauty discovery more interactive, personalized and accessible.
How Does OLIVE YOUNG Personalize the Beauty Shopping Experience?
OLIVE YOUNG is designed to deliver a personalized beauty shopping experience by creating category-specific zones throughout the store, where each space is tailored to help customers easily discover products based on their individual needs.
Within each category, customers can shop by key factors such as ingredients, skin concerns, product function and texture, making it easier to find the right fit. The store also emphasizes a “try before you buy” experience, supported by dedicated skincare-focused displays for key categories such as serums, toner pads, sunscreens and beauty devices, along with water-basin stations designed specifically for double cleansing, allowing customers to test products in a more hands-on and experiential way.
The store also offers complimentary services, from skin scans to scalp analysis, inspired by OLIVE YOUNG’s popular services in Korea, guiding customers to understand their needs and start building their own routines. Through personalized skin scanning technology, customers can better understand their skin concerns and receive tailored product recommendations, bringing a more customized and interactive approach to beauty retail.
The store will also feature a “THE BEAUTY LAB” zone, where customers can learn the fundamentals of healthy beauty through expert-guided sessions built around skin scan insights. These one-point sessions, called “Skincare Lessons,” are designed to make K-beauty routines more accessible and personalized, covering topics such as sunscreen, toner pads, serum layering and double cleansing tailored to individual beauty needs.
What Brands and Products Are Available at OLIVE YOUNG in the U.S.?
At launch, OLIVE YOUNG Pasadena will offer approximately 400 brands and 5,000 SKUs across skincare, makeup, hair care, wellness and inner beauty. The curated assortment features leading K-beauty brands such as Anua, Biodance, fwee, MEDIHEAL, Mise-en-scène, rom&nd, Torriden and Unove alongside inner beauty brands including FOODOLOGY and InnerB. The assortment also includes globally recognized brands such as CeraVe, Hero, Kiehl’s, Lancôme, La Roche-Posay, Sol de Janeiro, Supergoop!, The Ordinary, Touchland and Urban Decay.
What Exclusive In-Store Experiences and Promotions Are Offered?
OLIVE YOUNG will introduce a range of signature promotional programs designed to highlight its merchandising expertise and enhance the in-store experience:
- O.Y Picks: OLIVE YOUNG’s signature, trend-led promotion featuring new and buzzworthy products curated by its merchandising team around seasonal themes and emerging beauty trends. Rooted in the brand’s deep expertise in the Korean market, the program highlights a dynamic mix of standout launches and high-interest items. Through the “Shop the Spotlight” booster program, selected products are featured in bi-weekly campaigns with additional discounts and prominent in-store visibility to drive discovery and conversion.
- Brand Showcase: A dedicated space highlighting leading brands and their hero products. At launch through the end of July, featured brands will include MEDIHEAL and Urban Decay, with additional brands introduced on a rolling basis.
- Season Special: Rotating assortments of seasonal essentials tailored to the U.S. market and local calendar, offering timely and relevant product recommendations.
- O.Y Treats: A retailer-led sampling experience designed to provide high-value samples throughout the customer journey. Unlike traditional sampling models, this program enables customers to discover products at multiple touchpoints in-store. Sample kits will also be available for new member sign-ups, along with additional in-store benefits.
In addition, OLIVE YOUNG will launch an enhanced three-tier membership loyalty program in the U.S. — Friend, Green and Gold — designed to drive engagement and repeat visits. The program offers competitive point accrual rates, tier-based rewards and seamless earn-and-redeem benefits across both online and offline channels, along with perks such as sign-up rewards, birthday benefits and point multiplier events. Building on this, OLIVE YOUNG will introduce membership-focused promotions, offering bonus points and exclusive tier-based benefits.
- O.Y Members’ Week: Launching in July and held during the first seven days of each month, this program will offer tier-based rewards, including bonus points and exclusive member benefits.
OLIVE YOUNG will also launch its U.S. e-commerce platform, expanding access to customers nationwide. The OLIVE YOUNG U.S. online store offers benefits such as free shipping on orders over $35, promotional campaigns, product reviews and rewards programs. Customers across the U.S. can enjoy shopping OLIVE YOUNG products with no additional shipping or import duty burden, creating a more convenient and accessible way to discover beauty and lifestyle products.
“At OLIVE YOUNG, we aim to create a space where customers can discover what works best for them — both in-store and online,” said Gaeun Kwon, CEO of OLIVE YOUNG USA. “Our U.S. debut marks an important step in bringing a more personalized and seamless beauty discovery experience to American consumers, grounded in our strengths in curation, innovation and customer experience.”
“We see OLIVE YOUNG not only as a destination for K-beauty, but as a discovery platform that brings together diverse beauty, wellness and lifestyle brands from Korea and beyond,” added CEO Kwon. “Our goal is to help customers continuously discover something new — from emerging trends and innovative products to routines and brands that fit their individual lifestyles. By connecting our physical store and digital platform, we hope to make beauty discovery more accessible, relevant and inspiring for American consumers.”
Guided by its identity as the Beauty & Lifestyle Store for Everyday Young, OLIVE YOUNG will continue to evolve as a global trendsetting beauty and health company, focused on bringing a dynamic and personalized beauty experience to customers worldwide.
The Pasadena store opening will mark the beginning of OLIVE YOUNG’s U.S. journey, as the company continues efforts to expand its presence and connect with customers both in-store and online.
OLIVE YOUNG will anchor its initial U.S. brick-and-mortar expansion on the West Coast, targeting Los Angeles and the broader California market. Following this launch, the retailer plans to scale its physical footprint nationwide, expanding into high-traffic commercial districts across the East Coast — including New York — before entering key Southern and Central regions.
