Sephora Adds Olive Young K-Beauty Brands in US

Sephora and Olive Young have finalized a partnership that will bring 19 selected South Korean beauty brands into Sephora’s U.S. network, covering both physical stores and online sales. The companies said the rollout will begin on August 20, placing the curated assortment in 500 Sephora locations across the United States as well as on Sephora’s digital platform.

The agreement is described as the first time Sephora will host an external retail concept inside its own stores. Officials framed the move as part of Sephora’s effort to strengthen its position in the fast-growing K-beauty segment and to compete more effectively for customers seeking Korean skin care and cosmetics.

In-store footprint and a Times Square showcase

The launch plan includes a dedicated retail space at Sephora’s Times Square flagship store. The companies said this physical showcase is designed to anchor the wider rollout, giving the concept a prominent location alongside the broader Sephora assortment while also supporting discovery for shoppers looking for Korean brands.

Across the wider U.S. network, the 19 brands are set to be integrated into 500 stores rather than limited to a small pilot. The same lineup will also be available through Sephora’s e-commerce channel, extending access beyond the in-store footprint.

International roadmap and 2027 markets

Beyond the U.S. deployment, the companies said they plan to expand the concept internationally. The next wave of markets listed for expansion includes Hong Kong, Singapore, Malaysia, and Thailand.

Officials also set out a longer timeline for additional regions, saying future market entries for the Middle East, the United Kingdom, and Australia are scheduled for 2027. The companies did not provide further details on the exact timing by country or the store counts for those markets.

How the deal fits Olive Young’s separate US push The partnership is positioned as complementary to Olive Young’s independent U.S. expansion. The company recently opened a flagship store in California, adding a standalone presence alongside the new distribution channel created through Sephora’s retail network.

By using Sephora’s established store base and online platform, the companies said the partnership is intended to scale the availability of authentic Korean beauty products. Sephora, for its part, is seeking to broaden its existing skin care portfolio and reduce pressure from alternative retail channels that also compete for beauty shoppers.

While the rollout details include the start date, store count, and the number of brands, several operational questions remain open, including how the dedicated concept will be merchandised across locations and how quickly the international phases will move from planning to execution.