Sephora and Olive Young have announced a formal retail partnership launching in fall 2026. For K-beauty followers, this is a major development in how Korean skincare reaches global consumers.

What Is the Partnership?

Olive Young, South Korea’s largest beauty and wellness retail chain, will have a dedicated curated section within approximately 700 Sephora locations. The partnership will exist both in stores and online from day one.

Where Will It Launch?

The initial rollout covers the US, Canada, Hong Kong, Singapore, Malaysia, and Thailand beginning fall 2026. A broader expansion into the Middle East, UK, and Australia is planned for 2027.

What Is Olive Young?

Founded in 1999, Olive Young operates over 1,390 stores across South Korea. It functions as both a trend incubator and a trusted curator for Korean consumers, regularly rotating new brands based on real-time customer data. It is often where ingredients like PDRN and spicule technology gain mainstream traction before reaching Western markets.

Why Is This Significant?

This goes beyond simply adding more Korean brands to a shelf. Sephora is bringing Olive Young’s curatorial model itself into its stores, meaning the selection will be driven by Korean consumer trends and Olive Young’s on-the-ground expertise rather than Western buyers choosing what to import. K-beauty became the top country of origin for US cosmetics imports in 2024, reaching $1.7 billion, so the demand is clearly there.

What Can Shoppers Expect?

Dedicated in-store zones and online content curated directly by Olive Young, including trend-forward formulas, ingredient spotlights, and emerging Korean labels that may not yet have wide distribution outside Korea.

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