SEOUL, December 05 (AJP) - CJ is taking a measured approach as it prepares to plant the Olive Young flag in the world’s largest beauty market, selecting Pasadena, California, as the location for its first U.S. store — a choice driven by demographic safety, retail compatibility and the growing appeal of Korean skincare across America’s diverse consumer base.
“Pasadena is not far from downtown LA, has a relatively high share of high-income residents and a retail district that fits fashion and beauty retail well,” an Olive Young official said. “It is also less congested than some other areas, which made it an attractive location for our first store.”
Whether Olive Young — now the definitive gateway to K-beauty for foreign tourists in Korea — can scale across California will hinge on the May 2026 opening of the Pasadena store.
The U.S. strategy will center on skincare, reflecting both global sales trends and enduring perceptions of K-beauty, the official added. “Skincare has a significantly larger weight than makeup in terms of sales and market size globally.”
K-beauty’s selling point remains its disciplined ritualism.
The official noted that international consumers often associate Korean skincare with the “seven-step routine,” even if most Koreans no longer practice such elaborate regimens.
Educating U.S. consumers on Korean-style makeup preparation will also be part of the playbook. “For example, skincare pads used before makeup are still not widely known or commonly used in the U.S. Explaining such routines is part of our approach to introducing K-beauty.”
While both skincare and makeup will be carried, the merchandising mix is expected to broadly mirror Olive Young’s Korea operations, with skincare at the core. The retailer is currently coordinating with about 400 beauty brands — consistent with its earlier disclosures — and does not expect major adjustments before launch. Marketing initiatives are still being finalized.
The Pasadena store is also a strategic step to build Olive Young’s brand presence in the U.S., where awareness remains limited despite its status in Korea as a “must-visit” stop for foreign visitors. Competing against entrenched players such as Sephora, however, will require a more pragmatic layout.
Unlike Olive Young N Seongsu in Seoul, which emphasizes immersive experiences and interactive merchandising, the Pasadena location will prioritize clarity over theatrics. “This will not be an experiential flagship like our Seongsu store,” the official said. “The goal is to present products and brands clearly and give consumers a better understanding of K-beauty.”
The company’s cautious but calculated approach reflects both opportunity and risk: the K-beauty boom is cresting globally, but converting online and tourist-driven enthusiasm into sustained brick-and-mortar success will depend heavily on how Pasadena performs.
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