South Korean beauty retailer Olive Young opened its first US physical store in Pasadena, Los Angeles on May 29, alongside a dedicated domestic e-commerce platform. The launch drew large crowds, with shoppers lining up from 1am. The store stocks 5,000 products from 400 brands, over 80% of which are small- and medium-sized Korean beauty brands. The US website offers domestic shipping and free delivery on orders over $35. Olive Young plans to open a second California store later this month, targeting at least five West Coast locations by the first half of 2027 before expanding to the East Coast.

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