South Korean beauty retail giant Olive Young is opening its second US store this week at Westfield Century City in Los Angeles, following the blockbuster debut of its Pasadena flagship last month. The rapid expansion signals the company's aggressive push to capture the booming US K-beauty market, which surpassed $2 billion in sales in 2025. For overseas distributors and clinic buyers, this move underscores the growing demand for Korean skincare and beauty devices in the US, creating new opportunities for supply-chain partnerships.
Market signal
Olive Young's second US store opens on June 13 at Westfield Century City, a high-end shopping mall in West Los Angeles. The company has also confirmed a third location at Del Amo Fashion Center in Torrance for fall 2026. This rapid rollout—just weeks after the Pasadena flagship—demonstrates the strong consumer appetite for K-beauty products in the US. The Pasadena store saw hundreds of shoppers lining up overnight before its opening, with queues stretching several blocks. Customers flocked to test hundreds of Korean skincare and makeup products, as well as high-tech beauty services like skin analysis and scalp assessments. Forbes described Olive Young as a "K-Beauty Toys 'R' Us," highlighting its unique experiential retail model.
US K-beauty market growth
According to CNN, US sales of Korean skincare and makeup products exceeded $2 billion (approximately KRW 2.7 trillion) in 2025, a 37% year-over-year increase. This growth persists despite global supply chain disruptions and trade tensions, indicating strong consumer preference for high-quality, affordable Korean beauty products.
What buyers should watch
Olive Young's US expansion creates new channels for Korean beauty brands and devices to reach American consumers. The company's focus on in-store testing of skincare devices and beauty tools suggests growing demand for such products. Distributors and clinic buyers should monitor Olive Young's supply-chain needs for devices, consumables, and packaging as it scales to additional US locations.
Regulatory and channel signals
Olive Young CEO Lee Sun-jung stated that the US stores will serve as "global expansion hubs" for K-beauty brands. The company plans to extend its footprint to the East Coast and southern US, following its West Coast beachhead. This signals a multi-year retail buildout that could reshape US beauty distribution channels.
Sourcing context
Olive Young operates over 1,400 stores in South Korea and is now replicating its successful offline experiential model in the US. For OEMs and device manufacturers, this expansion represents a potential new B2B partner for supplying products tailored to the US market, especially in skincare devices, sunscreens, and functional cosmetics.
Source: Read the original report | Published: June 11, 2026