Olive Young, South Korea's leading health and beauty retailer, opened its first US offline store, 'Olive Young Pasadena', on May 29, 2026, at 58 Colorado Blvd., California. The 803㎡ standalone store is positioned as a 'K-Beauty showcase', with over 80% of products sourced from Korean brands. K-Beauty brands are leveraging this entry to expand their US offline presence. Aekyung Industrial is launching makeup brands AGE20'S (53 items) and LUNA (23 items) at the store. AGE20'S offers 20 shades tailored to local skin tones, US-exclusive mini sizes, and an FDA-recognized UV Defense Hydro Calming Sunscreen. LUNA focuses on its global bestseller Long-Lasting Tip Concealer in 20 shades. The Founders' ANUA conducted skincare routine training for 120 store staff and managers, and designed a 'PREP-FOCUS-BARRIER' display concept reflecting US K-Beauty trends. Its PDRN line, which has shown high new customer conversion at Ulta Beauty, is prominently featured. ANUA also offers two exclusive gift sets: 'Houttuynia Cordata Cleansing Duo Set' and 'TXA Serum Refill Set', plus a promotion with free gifts for all purchasers. Issoi is showcasing 14 products, including bestsellers 'Brightening Serum' and 'Moisture Doctor Cream'.
Beauty device brand THOME (by Athome) is targeting US consumers with premium device 'The Glow Signature' for the 30-40s demographic and 'Twenties Up' for the 20s, leveraging the store's experiential space. THOME plans to expand US distribution channels in H2 2026. An industry insider commented: 'K-Beauty brands typically meet overseas consumers online first, then expand offline. Olive Young's US store provides a proper K-Beauty showcase, creating a mutual growth opportunity for both brands and the retailer.'
Source: Read the original report | Published: May 29, 2026