CJ Olive Young's 'Olive Better' Marks 100 Days of Success, Plans 10 New Stores

CJ Olive Young's wellness curation platform, 'Olive Better,' is set to expand its offline presence following a successful 100 days since its launch. The company plans to open 10 new stores in key areas of Seoul, including Myeongdong and Seongsu, capitalizing on strong demand from foreign tourists and the 2030 demographic to take the lead in the K-wellness market.
 
On May 14, Olive Young announced its intention to expand the number of Olive Better stores to 10 by the end of the year. Launched on January 30, Olive Better extends the health category into a broader wellness platform under the value of 'healthy beauty.' It redefined the abstract concept of wellness into intuitive categories such as 'eating well' and 'filling well,' introducing related products to the market.
 
According to a report published by Olive Young at the end of last year titled '2026 Trend Keywords,' consumers in the U.S., U.K., and China all prioritize wellness as a top daily concern. Customers aged 15 to 24 purchasing wellness products at Olive Young have also shown double-digit growth annually since 2022.
 
Data analyzed by Olive Young on the 100-day anniversary of Olive Better indicates that 1.8 million members made their first wellness product purchase since the launch. Demand from foreign customers exceeded expectations, with the share of foreign sales at the Gwanghwamun store surging from 7% in the first week of February to nearly 50% by the end of April. Notably, the top five products purchased by foreign customers were all domestic brands, including Rejuran, B.B.Lab, and Nothing Barrel.
 
The product lineup has also proven effective. By selling wellness shots and gummy health products individually, Olive Better lowered the entry barrier, resulting in these two categories accounting for more than half of the top 30 products sold in stores as of the end of last month. The in-house brand 'All the Better' has created a positive cycle, with over 50 products, including gummies, olive oil, and water sticks, offered at competitive prices, leading customers to purchase an average of 3 to 4 additional products from other brands.
 
The initiative has also fostered the growth of small brands. Protein shake brand 'Flymeal' and tea bag brand 'Nothing Barrel' have successfully introduced new product lines, 'Witch Soup' and 'Wellness Shot,' respectively, through Olive Better. Over the 100 days since its launch, more than 560 domestic and international wellness brands and over 13,000 products have been newly introduced.
 
Following the 100-day milestone, Olive Young plans to enhance the curation of Olive Better both online and offline. The online mall will be reorganized to create a tailored shopping environment by categorizing existing items based on specific purposes and functions.
 
An Olive Young representative stated, "We will continue to discover emerging domestic wellness brands and drive market innovation to strengthen the competitiveness of K-wellness."