Sephora targets 80 million shoppers with Olive Young K‑Beauty deal

Customers get Olive Young –curated zones in stores and online.

Sephora and CJ Olive Young have announced a strategic partnership to introduce a curated selection of Korean beauty and health brands to Sephora customers worldwide.

The partnership will launch this fall across the United States, Canada, Hong Kong SAR, and Southeast Asia, including Singapore, Malaysia, and Thailand. Expansion into additional markets—including the Middle East, the UK, and Australia—is planned for 2027.

Under the agreement, Sephora will feature a dedicated Olive Young –curated assortment online and in select stores.

The offering will include leading and trend-driven Korean beauty and health products selected by Olive Young, combined with Sephora's in-store Beauty Advisor expertise and global ecommerce platform.

Sephora operates more than 3,400 points of sale across 35 countries and serves over 80 million beauty consumers globally.

Olive Young runs more than 1,390 stores in South Korea and is a key driver of the global expansion of K-beauty.

The partnership aims to broaden global access to Korean beauty brands and accelerate the distribution of emerging K-beauty trends through Sephora’s international retail network.