The brand will open its first US store in Pasadena, California in May, marking a strategic expansion of K-beauty brands into North America.
The ‘K-Beauty Showcase’ branded store will feature a wide range of K-beauty and global brands, spanning skincare to the latest beauty and wellness trends, alongside certain experiential services.
Olive Young has been prioritising store openings in top fashion and beauty districts – a strategy that targets the MZ generation. Pasadena, meanwhile, meets the criteria by being located about 18km northeast of downtown Los Angeles, gathering a significant number of local trend-sensitive and high-income individuals.
This US debut carries a significance that “goes beyond opening a single overseas store”, as the company aims to elevate the global competitiveness of the K-beauty ecosystem through a ‘joint platform’ with CJ Olive Young. This fosters a direct connection between local consumers and emerging Korean beauty brands, followed by a synergy between online and offline shopping experiences in the long term.
“We will contribute to the sustainable globalisation of the K-beauty industry by spreading the growing interest in K-beauty worldwide to more global consumers and becoming a local base for more diverse brands to advance overseas,” an Olive Young representative said. The company will curate its range to optimise interest among its North American customer base.
