The world’s largest beauty retailer has sealed a a strategic partnership with Korea’s leading beauty and wellness retailer to expand its K-beauty portfolio around the world.
Dedicated store areas
The collaboration will take shape through a dedicated Korean beauty destination curated by Olive Young, spanning Sephora’s digital platform and physical stores.
The concept will be rolled out across North America (U.S. and Canada) and key global markets including Singapore, Malaysia, Thailand, and Hong Kong, with expansion into additional global markets including the Middle East, the UK and Australia in 2027.
"Korean beauty is one of the most innovative, fastest-growing and desirable categories in beauty right now. 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. We are thrilled to partner with the leading team at Olive Young, bringing their expertly curated assortment of Korean beauty brands to our beauty fans, globally. Their differentiated assortment, coupled with Sephora’s unique point of view on the beauty shopping experience, will bring an unrivalled and inspiring offer, for all beauty lovers who are keen to explore the most sought-after Korean beauty products," commented Priya Venkatesh, Global Chief Merchandising Officer at Sephora.
International ambitions
The partnership represents a key milestone in Olive Young’s long-term global strategy, as the company prepares to open its first physical store in Los Angeles, California this May.
"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," added Youngah Lee, Chief Strategy Officer at CJ Olive Young.
Since its founding in 1999, Olive Young has grown into South Korea’s leading beauty and wellness retailer, with a nationwide network of over 1,390 stores.
Sephora, which operates approximately 3,400 stores in 35 countries worldwide, exited the South Korean market in 2024 after four years of attempting to implement its global model amid intense local competition.
