CJ Olive Young said on Oct. 12 that it has completed the rollout of Olive Young K-Beauty Edit, a curated K-beauty brand display, across Sephora's online and offline channels in four Asian markets: Malaysia, Singapore, Thailand and Hong Kong.
The rollout brings Olive Young K-Beauty Edit to a total of 48 Sephora stores in the four markets. By market, there are 18 in Malaysia, 13 in Thailand, nine in Singapore and eight in Hong Kong. Each store carries 12 to 17 brands, offering up to about 120 products. The lineup leans heavily toward skincare items such as cleansers, serums and creams, reflecting local climates and consumer preferences. Brands including Dr. Elsia, Manyo Factory, Bio Heal BOH and B.Lab have drawn interest from local shoppers since the launch, the company said.
Olive Young has been widening the scope of its partnership with Sephora since signing a formal agreement in January, starting with the U.S. market. The strategy is to use Sephora's global distribution network to strengthen Olive Young as a base for spreading K-beauty. At Sephora in the U.S., where the display launched in August, average daily sales of major brands including Rejuran, Arencia and Torriden doubled from the previous month as of the end of September.
The company is also stepping up offline marketing alongside the rollout. Olive Young is running a pop-up event at ION Orchard, a premium shopping complex in Singapore, from Oct. 8 to 14, offering skin diagnostic services and beauty samples. The event introduces the participating brands under four themes: slow aging, skin barrier care, pore and blemish care, and moisturizing. Olive Young plans to expand its global distribution further, bringing Olive Young K-Beauty Edit to Sephora stores in Canada, Australia, Britain and the Middle East next year. "Through our partnership with Sephora, we are expanding opportunities for promising Korean K-beauty brands to enter major global retail channels," an Olive Young official said. "Based on curation that reflects consumer data and trends in each market, we will continue to broaden the global consumer base for K-beauty."