CJ Olive Young, the leading K-beauty retailer, opened its first US store in Pasadena, Los Angeles, on May 29, drawing hundreds of shoppers who lined up before dawn. With over 80% of the 400 brands sourced from small and medium Korean beauty companies, the move signals a major channel expansion for K-beauty OEMs, distributors, and clinic buyers eyeing the US market.
Store opening and customer response
The Pasadena store, which opened at 9 a.m. local time, saw customers queuing from 1 a.m., some carrying thermoses and phone chargers. The line wrapped around the building multiple times. The store carries 5,000 products across 400 brands, with 80% being small K-beauty brands, according to CJ Group.
Chairman Lee Jae-hyun's on-site directive
CJ Group Chairman Lee Jae-hyun visited the store on opening day with CEO Lee Sun-jung and future strategy head Lee Sun-ho. He said, "The opening of Olive Young's first US store is the first step into the world's largest market. We must spread a healthy and stylish lifestyle culture into the daily lives of American customers." He added, "Take pride in building a sustainable K-beauty ecosystem that grows capable small K-brands into global mega brands."
Expansion plan and online launch
Olive Young plans to open a second California store this month and a total of five stores in the western US by the first half of next year. It will then expand to the eastern, central, and southern regions. The company also launched a US-dedicated online mall on the same day, leveraging purchase data from foreign and American customers to tailor product assortments.
What buyers should watch
For overseas importers and distributors, Olive Young's US entry creates a new retail pipeline for small K-beauty brands that previously lacked direct US distribution. The 80% small-brand ratio means more OEM/ODM opportunities for Korean manufacturers like Kolmar Korea, which supplies many of these labels. Clinic buyers should note that the store's lifestyle positioning may drive demand for premium skincare and cosmeceutical products in the US.
Sourcing context
The store's product mix reflects data-driven curation, suggesting that brands with proven online sales to US consumers will be prioritized. This aligns with the growing trend of US clinics and medi-spas seeking authentic K-beauty products for retail and professional use. The expansion plan indicates sustained demand for Korean-made skincare, devices, and consumables through 2027.
Source: Read the original report | Published: May 31, 2026