Olive Young K-Beauty Edit Expanded to Asian Markets
CJ Olive Young has launched a curated selection of beauty products in 48 Sephora stores across Southeast Asia.
Updated on Oct. 12, 2026 in Beauty
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CJ Olive Young expanded its K-Beauty Edit partnership with Sephora, bringing up to 120 products to 48 stores across Malaysia, Singapore, Thailand, and Hong Kong. This initiative follows a successful U.S. launch in August 2026.
Why it matters
The expansion targets a demographic where 34% of the population is aged 15 to 34, while specifically curating products suited for the region's humid climate and strong UV exposure.
The rollout features up to 120 distinct products across 48 locations, including 18 stores in Malaysia, 13 in Thailand, 9 in Singapore, and 8 in Hong Kong. Each region offers a curated selection of 12 to 17 brands chosen to meet specific local climate needs.
The players
CJ Olive Young
This South Korean health and beauty retailer is a major subsidiary of the CJ Group conglomerate.
Sephora
Owned by LVMH, this multinational retailer specializes in personal care and beauty products.
The details
CJ Olive Young is placing handpicked cleansers, serums, and creams on dedicated shelves within existing Sephora storefronts. The selection is designed to address skin care challenges associated with the hot, humid weather conditions prevalent throughout the ASEAN region.
Timeline
January 2026: CJ Olive Young and Sephora formed their initial partnership.
August 2026: The first K-Beauty Edit opened in U.S. Sephora stores.
October 12, 2026: The K-Beauty Edit launched in 48 Sephora stores across Asia.
October 14, 2026: A pop-up event concludes at Ion Orchard in Singapore.
Culture Shift
The expansion reflects the broader movement of South Korean beauty brands capturing market share among the growing youth demographic in the ASEAN region. This shift aligns with the massive economic potential of the 34% of the ASEAN population currently aged 15 to 34.
Shoppers in Malaysia, Singapore, Thailand, and Hong Kong can now access previously difficult-to-find K-beauty products at local Sephora counters. The selection process ensures that the items stocked are specifically suited for the hot and humid climate of these locations.
The takeaway
This expansion provides consumers in Southeast Asia with easier access to specialized skincare designed for their specific environmental challenges. It demonstrates the growing global demand for K-beauty products tailored to regional needs.
Further reading
Learn more about the latest trends in the industry by visiting the Beauty section.
Source note: This article includes information reported by 조선일보.
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