The international cosmetics retailer Sephora has significantly expanded its range of renowned Korean brand products and is collaborating with the South Korean market leader Olive Young to achieve this. Since the end of August, 19 K-Beauty brands have been available in more than 500 Sephora stores across the US, as well as via the online shop. The range, marketed under the name “OLIVE YOUNG K-Beauty Edit”, focuses primarily on skincare and ranges from cleansers and serums to masks and sun protection, the company announced. The products were selected by Olive Young, a leading beauty and health retailer with almost 1,400 stores in South Korea.

Products for the global market

According to the company, the selection was based on product performance, popularity amongst Korean consumers and the brands’ relevance to current beauty trends. The range extends from Abib and Arencia to Torriden and Wellage. The US launch at Sephora marks the first market introduction as part of a long-term global partnership. The jointly curated K-Beauty range is also set to be launched in Hong Kong, Singapore, Malaysia and Thailand before the end of this year. The companies are planning to expand into the Middle East, the UK and Australia by 2027. Sephora is thus responding to the growing global demand for Korean cosmetics and aims to strengthen its position as a platform for new beauty brands and trends. With Olive Young, Sephora has now secured a partner that selects, directly from the Korean market, which brands and products will be offered internationally.

Trend scout and trendsetter

Olive Young has established itself as a key trendsetter in K-Beauty and aims to make greater use of its expertise on an international scale. “For more than 26 years, Olive Young has helped shape Korean beauty trends, which consumers in Korea and around the world associate with the very best of K-Beauty,” explained Manager Do-young Kim. By combining Olive Young’s expertise with Sephora’s international distribution network, Korean cosmetics are set to become more readily available worldwide. Sephora, part of the luxury group LVMH since 1997, has over 3,000 stores in 36 countries.

Source: Sephora