Olive Young is bringing its K-beauty festival to the US for the first time

Olive Young’s K-beauty festival is coming to the US for the first time as the retailer continues to ramp up its presence in the region.

Olive Young Festa LA 2026 is the Korean beauty retailer’s first-ever US edition of its signature K-beauty festival, taking place at the Los Angeles Convention Center in California from August 14 to 16.

The festival's entry into the US comes as Olive Young accelerates its American footprint, following the recent opening of its first two stores in the region in California (Pasadena and Los Angeles).

Olive Young has also entered into a “strategic” omnichannel partnership with US beauty retailer Sephora, which will debut this autumn.

Olive Young Festa LA 2026 has been designed under the theme ‘The K-Beauty Playground Festival', and will bring together 55 Korean beauty and lifestyle brands across 50,000sqft.

At the heart of the festival will be the Olive Young Store, where visitors can shop a curated selection of products and unlock additional rewards.

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“Staying true to its mission of making beauty discovery accessible and personalised, Olive Young Festa LA combines technology, expertise and hands-on experiences throughout the festival,” read a company statement.

“Visitors can receive personalised beauty recommendations through Skin Scan; [a] personal colour analysis; and one-on-one consultations with Olive Young’s K-Beauty Geniuses, helping them better understand products and routines suited to their individual needs.

“The festival also features the Olive Young Festa ♥ Alpha Drive One Zone, an immersive experience spotlighting [South Korean boy band] Alpha Drive One, the official muse of Olive Young Festa LA 2026.

“Visitors can explore the members' favourite K-beauty products and exclusive displays.”

Established in 1999, Olive Young is a leading beauty and lifestyle retailer, with more than 1,380 stores in South Korea and two in the US.

The US event announcement also follows the “successful” launch of Olive Young Festa in Japan earlier this year.

Inside an Olive Young store in the US

What to expect from Olive Young Festa LA 2026 and how to get tickets

The Olive Young Festa LA 2026 festival floor space has been designed to mirror four Seoul neighbourhoods – Seongsu, Gangnam, Hongdae and Myeongdong.

This is so visitors can “experience Korea's beauty culture the way locals do”, read a company statement.

The Seongsu neighbourhood is inspired by Seoul's trendsetting beauty district, showcasing functional skin care alongside two of K-beauty's most popular categories – sun care and sheet masks.

Biodance, VT Cosmetics, Abib, Cell Fusion C, THOME and Mediheal will be exhibiting in this space.

The Gangnam area is said to reflect the Korean neighbourhood’s “reputation for sophisticated skin care”, featuring ingredient-focused and hydrating products, with a curated selection of cleansers.

Arencia, Manyo, Torriden, Wellage and Round Lab will feature in this space.

Olive Young Festa LA combines technology, expertise and hands-on experiences throughout the festival

The Hongdae neighbourhood will cover make-up and personal care, reflecting the area’s “creative energy”, with hands-on activities provided by Rom&nd, Fwee, Colorgram, Laka and TirTir.

Lastly, the Myeongdong space is inspired by Seoul's iconic shopping district, and will comprise hair, body and wellness from brands UNOVE, LABO-H and Dr.FORHAIR.

There will also be tastings of functional beverages and snacks for visitors from the likes of Teazen, Osulloc and Delight Project.

Olive Young has described this guest journey as “following the natural progression of a Korean beauty routine”, allowing visitors to “discover new brands while learning authentic K-beauty routines”.

Guests can also participate in hands-on activities tailored to each category via interactive booths.

Olive Young Festa LA 2026 will take place within the festival grounds at KCON LA 2026, an all-in-one event destination which celebrates Korean culture, beauty, food and entertainment.

Access to Olive Young Festa LA 2026 is included within KCON LA 2026 tickets that include ‘festival grounds’ access.

Tickets can be purchased via the official KCON LA 2026 ticketing platform.

What exclusive merchandise, prizes and rewards will be available?

There are lots of chances for visitors to unlock prizes and services throughout the festival, including via the ‘Stamp Rally Reward’.

When visitors complete all Olive Young zones and visit one participating brand booth in each neighbourhood district, they will receive a complimentary goodie bag at the check-out booth worth US$109 (while supplies last).

A ‘Complimentary Skin Scan’ is also available to Olive Young Gold Members who purchase a beauty box at the Olive Young Store, while there will also be an array of brand specific giveaways and gifts.

Upon arrival at the festival’s check-in booth, visitors can also receive a limited edition FESTA Exclusive Tote on a first-come, first-served basis (also while supplies last).