Olive Young expands into wellness with new retail brand
This strategy positions Olive Better as a growth hub for emerging K-wellness brands.
SOUTH KOREA – CJ Olive Young, South Korea’s leading beauty retailer, has launched Olive Better, a dedicated wellness retail platform to expand beyond traditional beauty into holistic health and lifestyle products.
This move targets the booming K-wellness market, capitalizing on the company’s expertise in omnichannel retail.
The first Olive Better store opened on January 30, 2026, at D-Tower in Seoul’s Gwanghwamun district, spanning 430 square meters over two floors.
It stocks around 3,000 products from over 500 brands, curated into six categories: Eat Well (healthy snacks), Fill Well (nutritional supplements), Move Well (fitness gear and supplements), Groom Well (aromatherapy and dermocosmetics), Rest Well (sleep aids and herbal teas), and Care Well (oral and hygiene items).
A company spokesperson stated, “While the global wellness market has continued to grow since the COVID-19 pandemic, offline touchpoints that provide personalized recommendations and hands-on experiences remain limited,”
“Olive Better will help address these challenges.”
Gwanghwamun’s location draws health-conscious office workers amid nearby yoga studios and gyms, making wellness accessible during daily routines.
A second store is slated near Gangnam Station in the first half of 2026, with further rollout across Seoul’s major commercial areas.
An online “App-in-App” platform within the Olive Young app offers personalized wellness recommendations and routines.
Olive Young views wellness as a natural extension of its “healthy beauty” vision, addressing gaps in comprehensive wellness channels.
Targeting mid-20s to mid-30s consumers, it promotes balanced inner and outer beauty via data-driven curation.
Lee Dong-geun, Head of New Growth Retail Business, emphasized lowering entry barriers to wellness while fostering a healthy ecosystem for brands and consumers.
Meanwhile, earlier this year, Sephora announced plans to 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.
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