CJ Olive Young will launch its first American location in Pasadena, California, by May 2026, joining established beauty retailers Sephora and Ulta Beauty in the world’s largest cosmetics market. The Seoul-based retailer announced the expansion Wednesday as K-beauty exports to the US continue accelerating.
The store will target younger consumers and high-income households in an area near the California Institute of Technology, with additional California locations planned through year-end. The company established its US subsidiary, CJ Olive Young USA, in February to support the expansion.
The timing reflects surging American demand for Korean skincare products. South Korea’s cosmetics exports to the US increased 57% to $1.9 billion last year, making America the second-largest export market for Korean beauty products behind China.
The US K-beauty market is projected to grow from $27.6 billion in 2024 to $55.1 billion by 2032, driven by younger consumers embracing multi-step skincare routines popularized through Korean entertainment media. In 2024, Sephora opened 166 new locations while Ulta Beauty opened 165, demonstrating continued physical store expansion despite e-commerce growth.
CJ Olive Young operates more than 1,370 stores in South Korea and has built a following among foreign tourists visiting the country. The Pasadena location will feature services adapted from Korean stores, including AI-powered skin analysis technology and personalized consultations, according to the company.
The retailer faces intense competition in a market dominated by LVMH-owned Sephora and publicly traded Ulta Beauty, which together control significant shares of America’s specialty beauty retail sector. Both chains have expanded aggressively through partnerships with Target and Kohl’s respectively, adding hundreds of shop-in-shop locations to reach new customers.
