South Korean Beauty Products Retailer Olive Young to Open First U.S. Store in Pasadena

South Korean beauty retailer CJ Olive Young announced it will open its first U.S. store in Pasadena by May 2026, marking a international investment in the Pasadena as the city works through regional economic impacts of the Eaton Fire and its own fiscal challenges.

The Seoul?based company said it selected Pasadena over other U.S. cities for its flagship location. Company officials cited Pasadena’s proximity to downtown Los Angeles, concentration of high?income households, and institutions such as the California Institute of Technology. According to 2025 data, the city’s median household income is $103,778, with more than 22 percent of households earning $200,000 or more annually.

Founded in 1999, Olive Young operates more than 1,370 stores in South Korea and is led by CEO Lee Sun?jung, appointed in 2022 as the first woman to head the company. The Pasadena store will serve as a “K?beauty showcase,” offering curated products and services modeled on Korean locations, including AI?powered skin analysis and personalized consultations.

Additional California stores are planned for 2026, including Westfield shopping centers in Los Angeles. The expansion comes amid surging U.S. demand for Korean beauty products. Korea Customs Service reported exports to the United States rose 53 percent year?over?year in the first quarter of 2025, while Nielsen data shows American shoppers spent $2 billion on K?beauty products in the 12 months ending July 2025.

Locally, Olive Young is expected to join PlayLab Beauty, Sephora, and Tiffany & Co. in Old Pasadena.