South Korea’s Leading K-Beauty Retailer Olive Young Opens its First US Store in Pasadena: Here's a Look Inside
Display at Olive Young Pasadena. Image courtesy of Loamis Rodriguez.
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Olive Young, the popular beauty and lifestyle retailer with over 1,380 stores in South Korea, is officially opening its first United States store in Pasadena, California on May 29. The company will also launch a U.S.-exclusive online store, expanding access to customers nationwide.
Here’s a first look at the new Olive Young opening:
A display of Gel Masks at Olive Young. Image courtesy of Loamis Rodriguez.
Where?
The new 8,647-square-foot Olive Young store is located at 58 W Colorado Blvd in Pasadena, California.
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What to expect:
Inspired by the fast-moving beauty culture and retail energy of Seoul, the store offers a highly curated assortment of trending K-beauty, wellness, and globally popular brands across skincare, makeup, hair care, wellness, and lifestyle categories.
The assortment brings together emerging viral hits, innovative skincare and beauty products, and bestsellers loved by Korean consumers, alongside globally recognized brands that already resonate with local shoppers. Backed by Olive Young’s data-driven curation, the selection reflects current Korean beauty trends while offering immersive in-store experiences designed to make beauty discovery more interactive, personalized, and accessible.
A display of teas and supplements at Olive Young Pasadena. Image courtesy of Loamis Rodriguez.
Unique experiences:
The store emphasizes a “try before you buy” experience, supported by dedicated skincare-focused displays for key categories such as serums, toner pads, sunscreens, and beauty devices, along with water-basin stations designed specifically for double cleansing, allowing customers to test products in a more hands-on and experiential way.
Stores 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. Through personalized skin scanning technology, customers can better understand their skin concerns and receive tailored product recommendations, bringing a more customized and interactive approach to beauty retail.
The store will also feature a “THE BEAUTY LAB” zone, where customers can learn the fundamentals of healthy beauty through expert-guided sessions built around skin scan insights. These one-point sessions, called “Skincare Lessons,” are designed to make K-beauty routines more accessible and personalized, covering topics such as sunscreen, toner pads, serum layering, and double cleansing tailored to individual beauty needs.
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Brands to watch:
The Olive Young Pasadena store 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 assortment also includes globally recognized brands such as CeraVe, Hero, Kiehl’s, Lancôme, La Roche-Posay, Sol de Janeiro, Supergoop!, The Ordinary, Touchland, and Urban Decay.
Olive Young memberships:
Olive Young will launch an enhanced three-tier membership loyalty program in the U.S.—Friend, Green, and Gold—designed to drive engagement and repeat visits. The program offers competitive point accrual rates, tier-based rewards, and seamless earn-and-redeem benefits across both online and offline channels, along with perks such as sign-up rewards, birthday benefits, and point multiplier events. Building on this, Olive Young will introduce membership-focused promotions, offering bonus points and exclusive tier-based benefits.
What’s next?:
Following this launch, the retailer plans to scale its physical footprint nationwide, expanding into high-traffic commercial districts across the East Coast—including New York—before entering key Southern and Central regions.