In South Korea, Olive Young is the undisputed health and beauty retailer – not only outperforming Sephora, which eventually left Korea in 2024, but also local retailers owned by beauty giants like Lalavla of GS retail. It has become the go-to beauty store not only among Koreans but also among tourists. In 2024, it recorded consolidated sales of KRW 4.8 trillion (equivalent to USD 3.4 billion), a 23.9% year-over-year growth. This marked the first time the company’s sales exceeded KRW 4 trillion (USD 2.8 billion).
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Olive Young continues to open offline stores despite young consumers going online
Founded in 1999, Olive Young’s success largely lies in its first-mover advantage in expanding its offline stores. In 2005, when Lalavla was founded, Olive Young had 25 stores; in 2013, when LOBH’s was founded, Olive Young had 375 stores. By 2022, Lalavla closed all stores, while LOBH’s rebranded to LOBH’s+ and operated mainly as a brand within Lotte Mart.
In 2024, its number of stores in Korea surpassed 1,350, strategically placed in densely populated areas. In response to consumers going online to buy beauty products, Olive Young has not reduced its number of stores but rather adopted an omnichannel approach.
Consumers can seamlessly explore products offline and online. On its online shopping platform, they can see all products available for sale (even those not available in certain stores), the trending products, and detailed product details and reviews. Additionally, in 2018, it introduced a same-day delivery (오늘드림) service, allowing consumers to receive their orders on the same day. This initiative not only showcased the brand’s commitment to convenience but also marked a significant step in enhancing the overall customer experience.
Olive Young in South Korea provides an extensive product variety
Olive Young is renowned for its product variety, constantly introducing new or updated products to meet the MZ Generation’s rapidly evolving demands. It offers products with innovative textures like foam-texture face masks, clinic-grade ingredients like PDRN, and affordable beauty tech devices that allow consumers to get derm treatment at home.
It has also been offering products catered to male consumers and those seeking luxury products. In July 2023, it expanded its prestige beauty offerings by launching Luxe Edit (럭스에디트). Moreover, it has a section dedicated to male consumers in its offline stores, offering products like all-in-one skincare products and stick-format foundations.
Building a foreigner-friendly and must-visit destination experience
With the global spread of Hallyu, Korean style of makeup and skincare gained popularity among international audiences. Catching the trend, Olive Young started to focus more on targeting foreign customers. In November 2024, it opened Olive Young N store, a “sensory playground filled with endless opportunities for exploration and discovery”, as the brand says. A five-story flagship, it features innovative and interactive experiences – from cafés and pop-ups to skincare labs and live content studios.
To further grow its global presence, Olive Young also operates an online shopping platform for its global consumers, providing delivery services to consumers in over 150 countries. In 2025, the company also stated it launched its subsidiary in the United States and it’s planning to open its first offline store. While Olive Young doesn’t have offline stores outside of Korea, it has become a trend-setter and turning into a must-visit K-beauty destination.
Olive Young in South Korea, the K-beauty trend setter, keeps innovating
- Olive Young, a leading health and beauty retailer, has achieved remarkable success in South Korea. A K-beauty trendsetter, it attracts not only the MZ Generation but also international tourists.
- In Korea, its success stems from its omnichannel strategy, rapid introduction of new and updated products, and engaging in-store shopping experiences.
- Olive Young primarily targets young female consumers, but it has been expanding its focus to include male shoppers and those seeking luxury products. In 2023, it introduced Luxe Edit, its premium section.
