Sephora has announced a partnership with South Korea’s leading beauty and health retailer, Olive Young, to introduce a curated selection of Korean beauty brands to its global customer base.
Through the collaboration, Sephora will roll out Olive Young–curated K-beauty assortments in dedicated online and in-store spaces.
The launch is scheduled to begin this fall in the United States, Canada, Hong Kong SAR, and Southeast Asia, including Singapore, Malaysia, and Thailand.
Additional markets, such as the Middle East, the UK, and Australia, are expected to follow in 2027.
Olive Young is widely known in South Korea for identifying and popularising emerging beauty and wellness brands, often serving as the first major retail platform for products that later gain international attention.
Its involvement gives Sephora customers access to a range of trend-driven Korean skincare, cosmetics, and health products that have traditionally been concentrated in the Korean market.
The partnership combines Olive Young’s product curation with Sephora’s international retail network and e-commerce operations.
Sephora operates in 35 countries with more than 3,400 points of sale, while Olive Young has over 1,390 stores across South Korea and plays a central role in distributing Korean beauty products.
Sephora said Korean beauty continues to attract strong consumer interest, driven by rapid product innovation and a focus on skincare-led formulations.
The partnership allows Sephora to expand its Korean beauty offering while Olive Young extends the reach of its curated brands beyond Korea.
The Olive Young–curated K-beauty selection is expected to be available at Sephora later this year, with further expansion planned as the rollout progresses.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri
