Sephora and CJ Olive Young partner to scale K-Beauty worldwide
This collaboration is to bring a curated lineup of cutting-edge Korean brands to Sephora’s customers worldwide.
USA – Sephora is set to significantly elevate its K-beauty offering through a new global strategic partnership with South Korea’s leading beauty and health retailer, CJ Olive Young.
Launching as an omnichannel concept, the collaboration will debut this fall in the United States, Canada, Hong Kong SAR, and key Southeast Asian markets, including Singapore, Malaysia, and Thailand, before extending into additional regions such as the Middle East, the UK, and Australia in 2027.
Under the deal, Sephora shoppers will gain access to a dedicated Olive Young–curated zone both in stores and online, where they can discover a distinctive mix of top-selling and trend-driven Korean beauty and health products, from skincare to wellness, backed by Sephora’s expert Beauty Advisors and digital capabilities.
The partnership blends Sephora’s scale, prestige positioning and ecommerce strength with Olive Young’s data-driven curation and deep understanding of Korean consumer trends.
Sephora, present in 35 countries with around 3,400 points of sale and more than 80 million loyal beauty fans globally, frames Korean beauty as one of the most innovative, fastest-growing and most desirable segments in the market, noting its early move to introduce K-beauty to North American consumers back in 2010.
Olive Young, which operates over 1,390 stores in South Korea and is backed by CJ Group, sees the alliance as a pivotal platform to accelerate the overseas reach of high-potential Korean brands, in line with its vision of promoting “healthy beauty” and its philosophy of “All Live Young.”
Commenting on the deal, Priya Venkatesh, Global Chief Merchandising Officer at Sephora, stated, “We are thrilled to partner with leading Korean beauty retailer 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.”
Together, the two retailers aim to create a high-visibility, discovery-led platform for K-beauty inside Sephora, opening up new avenues of growth for Korean brands while giving millions of beauty consumers around the world easier access to the latest Korean beauty and health trends.
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