A pop-up store for the "Olive Young K-Beauty Edit" runs Thursday through Sunday at ION Orchard, a premium shopping mall in Singapore. [CJ Olive Young]
A pop-up store for the "Olive Young K-Beauty Edit" runs Thursday through Sunday at ION Orchard, a premium shopping mall in Singapore. [CJ Olive Young]

CJ Olive Young announced Monday that it has entered Sephora's online and offline channels in four Asian markets — Malaysia, Singapore, Thailand and Hong Kong — following its earlier US launch, through a partnership with the global beauty platform.

CJ Olive Young formalized a partnership with Sephora in January and has since expanded the collaboration. In August, it launched the "Olive Young K-Beauty Edit," a dedicated zone featuring brands curated by CJ Olive Young, at Sephora locations in the US. Brands in that zone saw their average daily sales in late September double from the previous month, demonstrating strong local demand.

Southeast Asia is a market with significant interest in K-beauty and considerable growth potential. Some 34 percent of the Association of Southeast Asian Nations' roughly 700 million people are between 15 and 34 years old — a demographic known for its sensitivity to trends. Singapore and Thailand also ranked among the top five nationalities by purchases at CJ Olive Young's domestic stores this year, alongside the United States, Japan and China.

CJ Olive Young is offering tailored curation suited to local conditions and consumer needs in Southeast Asia. The lineup focuses on skincare products, taking into account the region's hot and humid climate and intense UV exposure. Cleansing, serum and cream products from brands including Dr. Althea, Manyo Factory, Baioheelbo, B-plain, Haruharu Wonder and Hevblue have drawn positive responses since launch.

To raise awareness, CJ Olive Young is running a pop-up event at ION Orchard, a premium shopping mall in Singapore, from Thursday through Sunday. The event offers skin-diagnosis services and beauty samples for local consumers, and showcases representative brands across four themes: slow aging, skin-barrier care, pore and blemish management, and moisturizing.

After assessing the performance of the "Olive Young K-Beauty Edit" shelves in Southeast Asia, CJ Olive Young plans to expand the concept to Sephora stores in Canada, Australia, the United Kingdom and the Middle East next year.

"We are working with Sephora to create more opportunities for promising Korean beauty brands to enter major global retail channels," a CJ Olive Young official said. "We will broaden the global consumer base for K-beauty by offering curation that reflects consumer data and trends in each market."


spa@heraldcorp.com