SEOUL, September 12 (AJP) – A recent global sales event by Olive Young, a leading Korean beauty retailer, revealed the popularity of small and medium-sized Korean beauty brands among international consumers, the company said Thursday.
Olive Young conducted the "Big Bang Sale" from Aug. 30 to Sept. 5, introducing emerging K-beauty brands to international consumers.
The event is an international version of the domestic "Olive Young Sale" and is available in over 150 countries through the Olive Young Global online mall.
Analysis of foreign purchases during the period revealed a strong preference for small and medium-sized K-beauty brands that have been in Olive Young stores for less than five years, according to the company.
These "rookie brands" in skincare, such as Numbuzin, Rejuran, and Torriden, as well as inner beauty brands like Lacto-fit and Foodology, gained significant traction among international shoppers.
The sale highlighted varying preferences across countries. American consumers favored suncare products, while British shoppers focused on skin-soothing and blemish-improvement items.
Japanese customers showed interest in a broader range of products, including slimming aids and lifestyle items. This diversity reflects the growing global appeal of K-beauty beyond traditional cosmetics.
"As Korean beauty trends are shared in real-time through social media, foreign consumers are showing great interest in the new brands discovered by Olive Young," an Olive Young representative said.
The company said it plans to continue identifying and nurturing promising small and medium-sized brands, aiming to convert tourists' shopping experiences into repeat purchases through their global online platform.