South Korean health and beauty retailer Olive Young is entering the US physical retail market with a store in Pasadena, California, alongside a dedicated American e-commerce platform.

The 8,647ft² outlet will carry approximately 400 brands and 5,000 stock-keeping units spanning skincare, make-up, hair care, wellness and lifestyle.

The range will include Korean beauty labels such as Anua, Biodance, fwee, MEDIHEAL, rom&nd, Torriden and Unove, alongside international names such as CeraVe, Kiehl's, Lancôme, La Roche-Posay, Sol de Janeiro and Urban Decay.

The store will be divided into category-specific shopping zones and will offer skincare testing stations, skin scan and scalp analysis services. It will also provide a dedicated area called “The Beauty Lab”, providing skincare sessions tailored to individual customers.

Several in-store promotional programmes are planned for the US market alongside a three-tier membership scheme.

The accompanying US e-commerce platform will offer nationwide product access, free shipping on orders exceeding $35, promotional campaigns, product reviews and a rewards programme.

On its physical retail rollout, the company said it intends to concentrate initial efforts on the West Coast – primarily Los Angeles and the wider California market – before moving into East Coast cities, including New York, and subsequently into Southern and Central US regions.

Olive Young USA CEO Gaeun Kwon said: “At Olive Young, we aim to create a space where customers can discover what works best for them – both in-store and online.

 “Our US debut marks an important step in bringing a more personalised and seamless beauty discovery experience to American consumers, grounded in our strengths in curation, innovation and customer experience.”

Earlier this year, Olive Young signed a partnership with Sephora to expand the international reach of selected Korean beauty brands, with dedicated K-beauty zones introduced across the French retailer's online and physical stores.