Olive Young sees record growth in K-beauty segment

Brand count rose to 116 from 36 in 2020

A total of 116 K-beauty brands generated annual sales exceeding $6.8m (KRW 10bn) across its offline stores and online platforms in 2025, up from 36 brands five years earlier, according to Olive Young.

The retailer said six brands surpassed $68.1m (KRW 100bn) in annual sales during the year, doubling the number recorded in 2024. MEDIHEAL became the first brand in Olive Young’s portfolio to exceed $136.1m (KRW 200bn) in annual sales, supported by demand for its mask packs and toner pads. Dr.G, d’Alba, Round Lab, CLIO and Torriden also crossed the $68.1m (KRW 100bn) threshold.

Brands within Olive Young’s $6.8m (KRW 10bn) sales cohort have an average operating history of about 15 years, spanning newer entrants such as Muzigae Mansion and fwee alongside longer-established brands including AROMATICA and Cell Fusion C, the company said.

Beauty devices and medical beauty products also featured among new entrants to the cohort. Medicube AGE-R crossed the $6.8m (KRW 10bn) mark in 2025 alongside increased interest in Korean-style skincare routines, while Rejuran said international customers accounted for more than 50% of its revenue, securing its place in the cohort for a second consecutive year.

The retailer added it plans to open its first offline stores in the U.S. in the first half of this year as it expands its retail footprint overseas.

1 USD = 1,469.44 KRW