▲ Shoppers browse the "Olive Young K-Beauty Edit" section at a Sephora store in Times Square in Manhattan, New York, on Aug. 20, 2026 (local time). (Yonhap)

SEOUL, Aug. 21 (Yonhap) -- CJ Olive Young has made its full-fledged entry into Sephora's brick-and-mortar stores in the United States, expanding access to Korean beauty products for local consumers.

CJ Olive Young said Thursday that it has introduced its "Olive Young K-Beauty Edit" displays at 580 of Sephora's 670 stores across the United States.

The figure represents about 87 percent of Sephora's total physical stores in the country.

The "Olive Young K-Beauty Edit" features around 150 products from 19 K-beauty brands, selected for their competitiveness from the perspective of U.S. consumers and their ability to showcase the strengths of Korean beauty.

Olive Young previously opened standalone stores in Pasadena and Los Angeles, California, in May and June, respectively.

While the standalone stores serve as showcases where consumers can experience a broad range of K-beauty brands and products, the K-Beauty Edit at Sephora focuses on highlighting K-beauty's strengths, particularly in skin care, and helping more consumers discover the category, Olive Young said.

The K-Beauty Edit is available at 16 stores in Manhattan alone.

▲ A CJ Olive Young pop-up truck is operating in Times Square in New York on Aug. 20, 2026 (local time). (Yonhap)

To mark the launch, Olive Young also operated a pop-up truck in Times Square, where visitors could try products from featured brands and receive samples. The event drew the attention of New Yorkers and tourists.

Beauty influencer Lupita, who visited Sephora's Times Square flagship store Thursday morning, told Yonhap News Agency, "I went crazy buying everything from sheet masks and sunscreen to toners."

"I used to go to K-Town to look for products and basically try whatever I could find, but now I'm excited to discover new products," she added.

"Everyone now knows through social media that Korean women have great skin, and they're curious about the secret," she said. "It's nice to be able to try products in person at the store and find what works for me."

jwc@yna.co.kr

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