Sephora and South Korean beauty and health retailer CJ Olive Young have revealed the launch date and full details of their “strategic” omnichannel partnership.
Beginning 20 August, an assortment of 19 Olive Young-curated South Korean beauty brands will launch in more than 500 Sephora stores across the US and on sephora.com, marking the partnership’s first market activation.
The US debut, originally announced in January 2026, will also see the launch of a dedicated Olive Young K-beauty space at Sephora's Times Square flagship in New York City, US.
The initial assortment features 19 brands selected by Olive Young based on their product performance, consumer popularity and trend leadership in South Korea.
The brands include:
- Abib
- Arencia
- Banila CO
- Beplain
- Bioheal BOH
- Cell Fusion C
- Fation
- Fully
- Heveblue
- make p:rem
- Ma:nyo
- MENOKIN
- Rejuran Cosmetics
- S.NATURE
- Sungboon Editor
- Thome
- Torriden
- Wellage
- Whipped
The partnership will then expand to additional global markets including Hong Kong, Singapore, Malaysia and Thailand later this year.
Expansions are also planned for the Middle East, the UK and Australia in 2027.
Carolyn Bojanowski, EVP of Merchandising at Sephora, said: “Access to Korean beauty has redefined the global beauty landscape, and Sephora continues to be at the forefront of bringing the very best of the category to our clients.
“Partnering with Korea’s number one beauty and health retailer, Olive Young, expands US consumers’ access to an unparalleled assortment of Korean beauty, giving beauty lovers the opportunity to explore and try some of the most coveted brands and formulations from Korea.
“Through this partnership, we are bringing the world of K-beauty closer to our clients while reinforcing Sephora’s role as the ultimate destination for beauty discovery.”
Do-young Kim, EVP of US Merchandising at CJ Olive Young, added: “For more than 26 years, Olive Young has helped define Korean beauty by curating the products and brands shaping today's trends and connecting consumers from Korea and around the world with the very best of K-beauty.
“By combining Olive Young's merchandising expertise and trend-driven curation with Sephora's exceptional global retail platform and client experience, this partnership will make the very best of Korean beauty more accessible than ever before.”
Sephora and CJ Olive Young inked their “strategic” omnichannel partnership in January 2026 to deliver “cutting-edge and sought-after Korean beauty” products.
This followed Sephora’s exit from the South Korean beauty market on 19 March 2024, citing tough competition from established beauty retailers within the country.
Olive Young also recently revealed how its debut US stores have performed since launch as the retailer ramps up its plans to crack America.
The latest stage of Sephora and CJ Olive Young’s partnership comes amid K-beauty’s ongoing boom, which shows no signs of slowing down.
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