CJ Olive Young's first US store in Pasadena, California, recorded over 1,000 transactions on opening day, with a 400-meter queue forming before launch. The move marks a shift from K-beauty brands relying solely on Sephora and Amazon to direct platform entry, offering small indie brands a ready-made retail channel in the world's largest beauty market.
Opening day frenzy
On May 29 local time, Olive Young's US flagship store in Pasadena saw more than 1,000 payment transactions on its first day. A queue stretching 400 meters formed the night before, and the store limited simultaneous entry to 200 people to manage crowds. Lines for entry and checkout persisted until closing time. Major US media including CNN, ABC, KTLA, and The Wall Street Journal covered the 'open run' phenomenon. Local shopper Brianna Gonzales told CNN she had waited since 6 p.m. the previous day, adding she was most excited about the skin analysis service.
K-beauty export momentum
South Korea's Ministry of Trade, Industry and Energy reported that May cosmetics exports reached $1.182 billion, up 24.2% year-on-year, marking the third consecutive month of over 20% growth. The US became Korea's largest cosmetics export destination in 2024, surpassing China for the first time, according to the Ministry of Food and Drug Safety. APEAL's Q1 2025 US sales hit 248.5 billion won, up 250.8% year-on-year, accounting for 41.9% of total revenue. LG Household & Health Care's Dr.Groot recently launched in 90 Sephora stores, with full rollout to 400 US locations planned for August.
What buyers should watch
Olive Young's US entry provides a turnkey distribution channel for Korean indie brands. The Pasadena store carries over 400 brands and 5,000 SKUs, mostly from small and medium domestic labels. This reduces the barrier for brands that lack their own US distribution networks. Skincare, sun care, mask packs, and cleansers accounted for over 60% of first-day sales. The most popular zones were the skin-scan diagnostic service and the customized skincare consulting space 'The Beauty Lab', indicating strong demand for tech-enabled, personalized beauty experiences.
Expansion roadmap
Olive Young plans to open its second US store this month at Westfield Century City in Los Angeles, a high-traffic area with affluent professionals and global tourists. By the first half of 2026, the company aims to operate five stores in California's western region, with future expansion to the eastern and central-southern US. A local logistics center has been established in Bloomington, California to support operations. CEO Lee Sun-jung stated the goal is for Olive Young to enter global markets directly and become part of local consumers' daily lives, while helping Korean indie brands grow on the world stage.
Source: Read the original report | Published: June 01, 2026