CJ Olive Young has opened its second U.S. store in Century City, Los Angeles, signaling a strategic push into the premium K-beauty retail market. For overseas importers, distributors, and clinic buyers, this expansion highlights growing demand for Korean skincare and beauty devices in the U.S., offering potential partnership and sourcing opportunities.
Store location and positioning
The Century City store, located in the Westfield Century City shopping mall, spans 250 square meters (about 76 pyeong). It sits in a premium commercial area near Beverly Hills and Rodeo Drive, targeting high-involvement consumers and global customers. Unlike the first U.S. store in Pasadena, which serves as a flagship for the 2030 generation, this new outlet is designed as a diffusion store to raise K-beauty awareness among affluent and international shoppers.
Product and service differentiation
Reflecting local interest in K-skincare, the store features 1.5 times more skincare display space than standard domestic stores. Dedicated zones include 'THE BOOST & GLOW BAR' for trendy serums and essences, 'THE PREP BAR' for toner pads and sun care, and a beauty device section showcasing home-care skincare technology. A free 'SKIN SCAN' service for members provides personalized product recommendations based on skin concerns.
Membership and local engagement
Olive Young is expanding its U.S. online-offline integrated membership program, 'O.Y MEMBERS', with benefits gradually being unveiled. The company aims to foster an 'Olive Young fandom' through experiential services and partnership events, such as a collaboration with Chamberlain Coffee offering K-beauty sample vouchers. The store also hosted local officials including LA City Councilmember Katy Young Yaroslavsky, who emphasized strengthened cultural exchange and partnership.
What buyers should watch
For overseas buyers, Olive Young's U.S. expansion signals a growing market for K-beauty products, especially skincare and beauty devices. The company plans to continuously increase the number of brands and products available both offline and on its U.S. online mall (OLIVE YOUNG US). This presents potential sourcing and distribution opportunities for suppliers of aesthetic devices, consumables, and packaging aligned with K-beauty trends.
Source: Read the original report | Published: June 14, 2026