PASADENA, Calif. (KABC) — Olive Young, South Korea’s largest beauty retailer, opened its first store in the U.S. – and it’s right here in Southern California.
The K-beauty giant opened its doors on Friday in Pasadena near Colorado Boulevard and Fair Oaks Avenue.
The new 8,647-square-foot store offers a massive selection of Korean skincare, makeup, hair care and lifestyle products.
Droves of K-beauty fans lined up around the block just to get inside. Some die-hard beauty buffs said they started waiting in line as early as 1 a.m.
Olive Young’s physical presence in the U.S. may be new, but the retailer has been operating cross-border e-commerce since 2018, according to Priscilla Kang, the lead of the merchandising team at Olive Young USA.
Kang said the majority of the U.S. sales came from Los Angeles, and that’s why the company decided to open its first U.S. shop here.
“And within L.A., we were looking for an area with the most diverse demographics and a population that was more trends-forward, and so Pasadena was the right location,” Kang said.
What can you expect at Olive Young – Pasadena
Olive Young has been around for 27 years, and the South Korean company says it uses its expertise to curate an assortment that “brings together emerging viral hits, innovative skincare and beauty products, and bestsellers loved by Korean consumers.”
The retailer also says it places a strong emphasis on a “try before you buy” experience, so customers can get hands-on experience with products like serums, toner pads, sunscreens and beauty devices.
For many shoppers who are used to buying these hard-to-find items – which are often only available in Korea – on the internet, trying the goods in person is the most exciting part.
Plus, the store offers free services for customers.
“Our stores also offer complimentary services, from skin scans to scalp analysis, inspired by OLIVE YOUNG’s popular services in Korea, guiding customers to understand their needs and start building their own routines,” the company said in a statement.
What brands and products are available at Olive Young – Pasadena
The company said the Pasadena location will offer approximately 400 brands and 5,000 SKUs across skincare, makeup, hair care, wellness and inner beauty.
“The curated assortment features leading K-beauty brands such as Anua, Biodance, fwee, MEDIHEAL, Mise-en-scène, rom&nd, Torriden and Unove alongside inner beauty brands including FOODOLOGY and InnerB,” the company said in a statement.
In addition to the retailer’s first stateside brick-and-mortar store, Olive Young launched a U.S.-exclusive online store Friday at 1 a.m.
What’s next for Olive Young in the U.S.
Olive Young is expanding quickly with plans for more California locations.
The next U.S. Olive Young location will be at the Westfield Century City mall. That location is slated to open sometime in June 2026.
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