Sephora US is set to scale the global reach of K-beauty products through a partnership with CJ Olive Young.

The collaboration will launch this fall as an omnichannel rollout across the US, Canada, Hong Kong, and Southeast Asia, including Singapore, Malaysia, and Thailand.

Dedicated Olive Young zones will launch in-store and online, offering a range of Korean health and beauty brands.

Customers will also have access to beauty advisors, who will help them navigate K-beauty trends and give personalized recommendations.

Youngah Lee, chief strategy officer, CJ Olive Young, said the company sees this as an opportunity to help accelerate the international interest in K-beauty.

“We are pleased to enter this partnership with Sephora as we continue to advance our global expansion strategy,” she added.

The rollout is expected to expand further next year, with plans to enter additional markets including the Middle East, the UK, and Australia.

Founded in 1999, CJ Olive Young is South Korea’s largest beauty and health retailer, operating more than 1390 stores worldwide. 

• Further reading: CJ Olive Young to open first US store, in California