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Proven US Sales Success Leads to 48 Sephora Stores Across Asia
CJ Olive Young is expanding into 48 Sephora stores across four Asian markets, after average daily sales for its brands in US Sephora stores doubled. On October 12, Olive Young announced that its ‘Olive Young K-Beauty Edit’ had launched in both physical stores and online platforms in Malaysia, Singapore, Thailand, and Hong Kong. Each region carries a curated selection of 12 to 17 brands, with up to 120 different products.
According to an announcement cited by eToday, early-entry US brands such as Rejuran, Arencia, and Torriden saw their average daily sales double in September compared to August. The Asia expansion follows that confirmed performance in the first collaboration market. The figures reflect only the participating brands, not Olive Young’s business as a whole.
The physical rollout includes 18 stores in Malaysia, 9 in Singapore, 13 in Thailand, and 8 in Hong Kong. Dedicated in-store displays alongside online storefronts give local consumers more than one way to find Korean cosmetics. Olive Young curates the products and Sephora provides the local retail network, the same arrangement now running in Asia that launched first in the US.
January’s Partnership and August’s US Launch Paved the Way
The foundation for this expansion was laid in January, when Olive Young and Sephora signed their partnership. The two companies launched the ‘Olive Young K-Beauty Edit’ in their first collaborative market, the US, this past August. Extending into Asia applies that same model of putting Korean brands into Sephora’s distribution network in more markets.
The ‘Olive Young K-Beauty Edit’ is a curated selection of Korean beauty brands. The word “edit” matters here: instead of copying an entire Korean Olive Young store’s inventory, the team picks specific products for local consumers and places them inside the Sephora shopping experience.
The US sales increase is early evidence that the collaboration leads to actual purchases, not just shelf space for Korean brands. The Asian expansion builds on that result to create new points of contact with consumers in new markets.
A Skincare-Heavy Lineup Tailored for Hot and Humid Climates
For the Asian rollout, the product selection took local climate and consumer needs into account. Because these regions have hot, humid conditions and strong UV exposure, Olive Young weighted the lineup toward skincare basics like cleansers and moisturizers that fit daily life there.
With 12 to 17 brands participating per region and up to 120 products available, the selection isn’t simply what’s popular in Korea. Filtering the lineup by local environment and demand connects brand awareness to how people there actually use these products.
Launching at the same time on Sephora’s online platforms backs up this localized approach. Physical displays let customers see and test products in person, while the online storefronts let them research and buy. Having both channels means consumers can shop however they prefer, and brands reach beyond whoever walks into a store.
Expansion to Canada, Australia, the UK, and the Middle East by 2027
Olive Young plans to bring the ‘Olive Young K-Beauty Edit’ to Sephora stores in Canada, Australia, the UK, and the Middle East by 2027. The plan extends the same approach that started in the US and moved into Asia to new regions. The four Asian markets are now operating; these other markets are what comes next.
The strategy gives Korean cosmetics brands more ways to reach international shoppers. It uses Sephora’s existing distribution network alongside Olive Young’s own stores and global online mall. Curating and presenting several brands together gives individual brands a route to overseas sales through local retail partnerships.
This announcement shows how early sales results in the US led directly to a larger retail expansion in Asia. Olive Young secured 48 stores and an online presence in Asia, and built the lineup around climate-appropriate skincare. The company is now extending the same curation-plus-local-network approach from the US, to Asia, and on to its next set of markets.
Source: eToday, October 12, 2026 (https://www.etoday.co.kr/news/view/2634536).
