CJ Olive Young is partnering with Sephora, widely regarded as the world’s largest beauty distribution channel, to expand overseas sales channels for K-beauty brands. Olive Young is the first beauty platform with which Sephora has entered into such collaboration.

Olive Young announced on the 21st that it had signed an official partnership with Sephora. Under this agreement, a “K-Beauty Zone” (tentative name) will be created within Sephora’s online and offline channels to showcase K-beauty brands directly curated by Olive Young. The K-Beauty Zone will be rolled out sequentially in six regions — the United States, Canada, Hong Kong, Singapore, Malaysia and Thailand — in the second half of this year (July–December), and will be expanded next year to the Middle East, the United Kingdom and Australia.

The K-Beauty Zone will focus on small and medium-sized enterprises (SMEs) and indie brands. Up to 18 brands and more than 80 products are expected to be featured. Product displays will vary by store to reflect monthly and country-specific trends. An Olive Young representative said, “Sephora currently carries mainly large brands such as Laneige and Beauty of Joseon that have already secured global recognition,” adding, “Through the K-Beauty Zone, we plan to introduce small and indie brands with high growth potential and lower the barriers for these brands to enter global markets.”

Olive Young currently operates the “Olive Young Global Mall” in more than 60 countries worldwide. It also plans to open its first overseas brick-and-mortar store in Pasadena, California, in May this year. With the additional entry into Sephora’s online and offline channels, the distribution infrastructure for K-beauty brands seeking to enter global markets is expected to expand further.

An Olive Young representative said, “We will continue to build an export ecosystem so that promising domestic brands can demonstrate their true value in overseas markets through credible channels such as Sephora.”

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