CJ Olive Young has officially announced that it is currently establishing its first US subsidiary, “CJ Olive Young USA,” in Los Angeles, California. Amidst the globally growing popularity of K-beauty and K-pop-inspired visuals, the US market holds more significant potential for growth than ever.
“I think this is a great way for them to market their brand,” Grace Choi (12), Olive Young consumer, said. “I know lots of foreigners who come all the way to Korea just to visit Olive Young, so I think that expanding to the States will make the brand a lot more accessible for international audiences.”
According to global market research firm Euromonitor, the global beauty industry was valued at $570 billion in 2023, with the US accounting for $120 billion—the largest share worldwide. Exports of K-beauty products to the US grew by more than 20 percent annually between 2020 and 2023, mainly due to the exponentially rising “Hallyu” wave.
“The growth is very impressive,” Kristina Kang (12), K-pop fan, said. “I personally believe it is the result of Hallyu including K-pop groups like Aespa and BlackPink. Like, a lot of K-beauty trends tend to emerge from K-pop aesthetics.”
The company reported it is reviewing several potential locations and plans to design a store that blends local consumer data from its global e-commerce platforms with the successful omnichannel strategies it developed in Korea. The store will feature a variety of K-beauty brands, with an emphasis on local favorites such as Romand, Clio, Torriden, and Abib.
