South Korea’s leading beauty retailer, Olive Young, has made a spectacular debut in the United States, drawing massive crowds and creating a rare “open-run” phenomenon at its first American offline store in Pasadena, California.
The company officially opened its first U.S. brick-and-mortar location on May 29 (local time) in Pasadena, marking a major milestone in its global expansion strategy. Following the successful launch, Olive Young plans to open a second location later this month at the renowned Century City shopping district in Los Angeles, further strengthening its presence in the American beauty market.
400-Meter Line Forms Before Opening
Excitement began building even before the store opened. Shoppers started lining up the day before launch, and on opening day, crowds stretched nearly 400 meters along Colorado Boulevard, creating one of the most talked-about retail events in Southern California.
The opening attracted significant media attention from major U.S. news outlets. Local broadcaster KTLA provided live coverage hours before the doors opened, while ABC used aerial helicopter footage to capture the extraordinary scene. National media organizations, including CNN and The Wall Street Journal, also reported on the event.
K-Pop Meets K-Beauty at Grand Opening
The grand opening featured company executives, including Olive Young CEO Lee Sun-jung and Olive Young USA President Kwon Ga-eun.
Adding to the festive atmosphere, local employees performed to APT. by ROSÉ, highlighting the growing connection between K-pop and K-beauty culture.
Pasadena Mayor Victor Gordo also attended the ceremony, expressing optimism about Olive Young’s contribution to the local economy and community.
“We hope Olive Young will grow alongside the community, provide residents with new cultural and shopping experiences, and contribute positively to the local economy.”
Personalized Beauty Services Win Over American Consumers
The popularity continued throughout the opening weekend, with long waiting lines remaining in place from opening to closing time. To ensure safety and a comfortable shopping experience, the store limited occupancy to approximately 200 customers at a time.
Among the most popular attractions were Olive Young’s interactive beauty services:
- Skin Scan: Advanced skin analysis technology
- The Beauty Lab: Personalized skincare consultation service
- Customized product recommendations based on individual skin conditions
American shoppers showed particular interest in receiving free professional skin assessments and tailored skincare recommendations, reflecting the growing demand for personalized beauty experiences.
Skincare Leads Sales
Sales data from the opening weekend revealed strong demand for K-beauty essentials.
Top-Selling Categories:
- Skincare products
- Sunscreens
- Sheet masks
- Cleansers
- Lip products
- Cushion foundations
Skincare-related products accounted for more than 60% of total sales, demonstrating the continued strength of Korean skincare brands in the U.S. market.
In addition, K-wellness categories such as hair care, body care, and health supplements recorded balanced sales performance, indicating broader consumer interest beyond cosmetics.
Olive Young Expands U.S. Ambitions
The upcoming Century City location is expected to target premium consumers and international tourists visiting Los Angeles. The retailer plans to use California as a launchpad before expanding into other key U.S. regions, including the East Coast and the South.
By combining its physical stores with online shopping capabilities, Olive Young aims to establish itself as a true local beauty retailer in America while bringing Korean beauty innovation to a wider audience.
The Pasadena opening demonstrates that K-beauty is no longer a niche trend in the United States—it is becoming a mainstream consumer phenomenon, supported by strong demand for Korean skincare, wellness products, and personalized beauty experiences.
KOREA FBI Editor’s Comment
Olive Young’s successful U.S. debut highlights the growing global influence of K-beauty. Just as K-pop opened doors for Korean culture worldwide, Korean beauty brands are now earning loyal customers through innovation, quality, and personalized experiences. The massive turnout in Pasadena suggests that American consumers are increasingly embracing Korean beauty as part of their everyday lifestyle.
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