SINGAPORE, Jan 22, 2026, 22:04 SGT
- Sephora teamed up with South Korea’s CJ Olive Young to introduce Olive Young-curated K-beauty zones both in-store and online
- The initial rollout will take place in the second half of 2026, targeting the U.S., Canada, Hong Kong, and select Southeast Asian markets like Singapore
- The tie-up follows Sephora’s exit from South Korea less than two years ago, after suffering losses, the Straits Times reported
Sephora is joining forces with South Korea’s CJ Olive Young to offer Olive Young-curated “K-beauty” products to its customers, set to launch in the latter half of 2026, the companies and local reports confirmed.
The deal comes as Korean beauty—covering South Korean skincare and cosmetics—continues to flood mainstream shelves beyond Korea, with major retailers scrambling to secure a steady stream of fast-moving brands and new product drops.
Sephora gains a fresh boost in a rapidly expanding category and a direct line to Korea’s trend pulse. Olive Young, on the other hand, taps into Sephora’s global reach instantly, sidestepping the slow roll-out of physical stores across different markets.
Sephora and Olive Young plan to launch their partnership this autumn, targeting the US, Canada, Hong Kong SAR, and Southeast Asia—including Singapore, Malaysia, and Thailand. They aim to extend the collaboration to the Middle East, the UK, and Australia by 2027. Financial details were not disclosed.
The companies said Sephora customers will find a dedicated zone curated by Olive Young, available both online and in stores. This section features Korean beauty and wellness products handpicked by the Korean retailer. Sephora added that its in-store beauty advisers will offer product guidance during the rollout.
Priya Venkatesh, Sephora’s global chief merchandising officer, described Korean beauty as “one of the most innovative, fastest-growing” segments in the beauty world today. She added that Sephora is “thrilled” to team up with Olive Young.
Youngah Lee, chief strategy officer at CJ Olive Young, said the partnership backs Olive Young’s push into global markets and seeks to extend Korean brands’ presence in “key international markets.”
CJ Olive Young, which started in 1999, now operates over 1,390 stores across South Korea, according to the companies. The retailer has made its name by constantly updating its selection of Korean brands and trendy products, then aggressively promoting the top sellers.
The partnership marks a shift from the rivalry the two firms had in South Korea. Sephora pulled out of the South Korean market under two years ago after facing heavy losses, making this collaboration seem unusual given their recent history, the Straits Times reported.
Olive Young plans to launch its first physical store in the U.S. this May in Pasadena, near Los Angeles, with additional California sites in the pipeline, the Straits Times reported. The partnership also covers marketing efforts and pop-up events, featuring promotions linked to CJ Group’s wider “K-culture” portfolio, including the KCON music festival.
The deal lands amid stiff competition for Korean brands abroad. Retail Dive highlighted recent efforts by U.S. retailers like Target and Ulta Beauty to expand their K-beauty selections as consumer appetite rises.
The rollout is still months out, and this category evolves quickly. A dedicated “zone” only succeeds if brands consistently release new products and shoppers remain loyal to Korean skincare trends instead of seeing them as a passing fad. So far, companies haven’t disclosed which brands will lead the initial launch.
In Singapore, Sephora customers can now access Olive Young-curated products in stores and online, AsiaOne reported.
