Olive Young expands footprint into U.S. market with Pasadena store
The Pasadena location is designed to make beauty shopping more personalized and interactive.
USA – OLIVE YOUNG, Korea’s leading beauty and lifestyle retailer, is set to open OLIVE YOUNG Pasadena, its first physical store in the United States, on May 29 at 11 a.m. PDT.
Located at 58 W Colorado Blvd, the 8,647-square-foot Pasadena store represents a major step in the company’s global expansion and brings its Seoul-inspired beauty retail concept directly to U.S. shoppers.
It will feature a carefully selected mix of trending K-beauty, wellness, and globally popular brands across skincare, makeup, hair care, wellness, and lifestyle categories.
The store will showcase about 400 brands and 5,000 products, including Korean favourites such as Anua, Biodance, fwee, MEDIHEAL, Mise-en-scène, rom&nd, Torriden, and Unove, along with inner beauty brands like FOODOLOGY and InnerB.
It will also carry globally recognized names such as CeraVe, Hero, Kiehl’s, Lancôme, La Roche-Posay, Sol de Janeiro, Supergoop!, The Ordinary, Touchland, and Urban Decay. Olive Young says the assortment is shaped by data-driven curation and reflects fast-moving Korean beauty trends while also appealing to local U.S. shoppers.
According to the brand, the store will be able to explore category-specific zones and shop by ingredients, skin concerns, product function, and texture, making it easier to find products suited to individual needs.
The store also emphasizes a “try before you buy” approach with skincare-focused displays, water-basin stations for double cleansing, and hands-on testing areas for products such as serums, toner pads, sunscreens, and beauty devices.
To deepen the experience, Olive Young will offer complimentary services such as skin scans and scalp analyses, drawing on popular offerings in Korea.
The store will also include “THE BEAUTY LAB,” a learning zone where expert-led skincare lessons will cover topics like sunscreen, toner pads, serum layering, and double cleansing based on skin scan insights.
Complimenting the launch, Olive Young is also introducing several promotional and membership programs in the U.S. to drive engagement.
These include O.Y Picks, a trend-led product program; Brand Showcase, which highlights selected brands and hero items; Season Special, which rotates seasonal assortments; and O.Y Treats, a sampling initiative that gives shoppers multiple chances to try products in-store.
The company will additionally roll out a three-tier loyalty program called Friend, Green, and Gold, offering points, rewards, sign-up benefits, birthday perks, and member-only promotions such as O.Y Members’ Week.
Alongside the physical debut, Olive Young’s U.S. e-commerce platform will offer nationwide access with free shipping on orders over USD 35, promotional campaigns, product reviews, and rewards.
The company says U.S. customers will benefit from a more convenient shopping experience without added shipping or import duty costs.
Looking ahead, Olive Young plans to use the West Coast, especially Los Angeles and the broader California market, as the starting point for its U.S. brick-and-mortar expansion.
After Pasadena, the retailer intends to grow into other high-traffic commercial areas on the East Coast, including New York, before expanding into key Southern and Central regions.
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