'Prices too high, bring back the global store': U.S. customers push back as CJ Olive Young launches American online shop

U.S. customers are voicing frustration over membership changes, higher prices and restricted access to CJ Olive Young's global site after the Korean beauty retailer opened its first American store.

Olive Young USA issued a statement Thursday acknowledging the backlash following the launch of its U.S. online store. "Thank you for sharing your honest feedback since the launch of the Olive Young U.S. online store," the company said, adding that it wanted to address the questions most frequently raised by the community.

The company said it understood that some customers were disappointed by changes to their membership ratings during the transition. "We are carefully reviewing your feedback as we evaluate the customer experience and are actively working on solutions to address the concerns raised and further enhance that experience," it said.

It added that customers could look forward to greater rewards, expanded benefits and more discounts at upcoming events, including the company's first "Members Week" promotion.

When Olive Young officially launched its U.S.-dedicated online store, it automatically migrated American customers' accounts from the global store to the new U.S. platform.

Under the old global store, customers could reach the top membership tier — which carried the most perks — by spending $300. The U.S. store doubled that threshold to $600 over six months, placing a heavier burden on American shoppers.

The migration also voided activity records, reward codes and discount coupons — some offering up to 80 percent off — that customers had accumulated on the global platform, and those benefits could not be transferred.

The switch to the U.S. store also made it harder to purchase certain Korean products, such as domestic sunscreens, due to U.S. Food and Drug Administration compliance requirements. Customers also complained that the U.S. store carried fewer brands and product categories than the global site, and that overall prices had risen.

Comments flooded Olive Young's official U.S. social media accounts. "The prices are too high," wrote one user. Others pleaded for the return of international shipping: "There are so many products I want to buy from Korean stores — please bring back overseas delivery." Several users said they had wanted Korean products, not items tailored to the U.S. market, with one writing, "The Olive Young global store was already perfect." Others lamented their membership downgrades — "I was Global Gold, now I'm just a Friend" — and called on the company to restore access: "Give us back the global store" and "Stop blocking U.S. customers from the global store."

In response, Olive Young said it had a strong pipeline of new products, brands and collaborations in development, and that customers would soon have access to a wider selection — including popular items, exclusive partnerships and new brands. "This is only the beginning," the company said, adding that it hoped to bring U.S. customers more of the Olive Young experience through an expanded product lineup, new brand launches and special collaborative offerings.

The company also said its U.S. online store was preparing a range of upcoming promotions, exclusive benefits, collaborations and special events tailored specifically for American customers.

"We value open dialogue with our customers and are committed to providing accurate information, listening to your feedback, and continuously improving the Olive Young experience in the U.S.," the company said. It thanked customers for their feedback, support and patience as it continued to build and refine its U.S. presence.

CJ Olive Young opened its first U.S. store in Pasadena, Los Angeles, California on May 29. On opening day, a line stretching some 400 meters across several city blocks formed and lasted throughout the day.

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