CJ Olive Young to launch K-Beauty Edit at Sephora US, bringing 19 brands to 580+ stores

CJ Olive Young said it will launch its "Olive Young K-Beauty Edit" section at more than 580 Sephora stores across the United States and on Sephora's online platform on Aug. 20 (local time). The rollout marks the first result of a partnership the two companies signed in January.

CJ Olive Young opened standalone stores in Pasadena and Los Angeles, California, in May and June. The Sephora entry broadens its reach to consumers across the country.

The K-Beauty Edit will carry roughly 150 products from 19 K-beauty brands, centered on skincare essentials such as serums, creams and sun care, along with toner pads, cleansers and sheet masks. The lineup includes established sellers such as Rejuran and Torriden as well as emerging brands including B.plain and Tom. CJ Olive Young plans to refresh the brand and product lineup twice a year.

The 19 participating brands are Rejuran, Manyo Factory, Menokin, Make P:rem, Banila Co, Baioheelbo, B.plain, Ingredient Editor, Cell Fusion C, Arencia, Abib, S-Nature, Wellage, Torriden, Tom, Pattion, Purely, Hevblu and Whipped.

Localized marketing will accompany the launch. Sephora will promote the K-Beauty Edit through outdoor advertising at its New York Times Square flagship store and will send marketing content to all US members.

Starting Aug. 20, pop-up truck activations will operate outside key Sephora locations including New York Times Square, Austin, Texas, and Miami, Florida. The events will feature photo zones and product sampling.

The K-Beauty Edit is set to roll out to Sephora stores in Singapore, Malaysia, Thailand and Hong Kong before the end of the year, with expansion to Canada, Australia, the United Kingdom and the Middle East planned for next year.

"While our standalone stores offer a deep, immersive experience of K-beauty's diverse appeal and beauty routines, Sephora will serve as a channel to bring K-beauty to a much wider customer base," said Kim Do-young, head of CJ Olive Young's global merchandising division.

Carolyn Bojanowski, Sephora's senior vice president of merchandising, said K-beauty has reshaped the global beauty landscape. "Through our partnership with CJ Olive Young, we want to help Sephora customers experience K-beauty up close," she said.