South Korea's largest beauty retailer now has a Pasadena address. Olive Young opened its first U.S. brick-and-mortar store on Thursday, May 29, at 58 W. Colorado Blvd. in Old Pasadena, drawing crowds that wrapped around the block with some shoppers lining up as early as 1 a.m.

The 8,647-square-foot store carries roughly 400 brands and 5,000 products spanning skincare, makeup, hair care, and wellness. Featured K-beauty labels include Anua, Biodance, MEDIHEAL, rom&nd, and Torriden, alongside global names like CeraVe and Kiehl's. A Beauty Lab zone offers complimentary skin scans, scalp analysis, and guided skincare lessons.

Olive Young, a subsidiary of CJ Olive Young, operates more than 1,380 stores in South Korea. The company has sold to international customers online since 2018, and U.S. buyers generated more than half of its global cross-border sales in the first half of 2025, according to Fashionista.

Priscilla Kang, lead of the merchandising team at Olive Young USA, told ABC7 that most U.S. online orders came from Los Angeles. "Within L.A., we were looking for an area with the most diverse demographics and a population that was more trends-forward, and so Pasadena was the right location," Kang said.

Pasadena Mayor Victor Gordo attended the ribbon-cutting ceremony. Vice Mayor Steve Madison, whose Council District 6 includes Old Pasadena, welcomed the retailer in a post from his office's account, calling Colorado Boulevard "a premier retail destination."

The store also launched a U.S.-exclusive online shop at us.oliveyoung.com on the same day. A three-tier loyalty program launched alongside the store, with monthly members-only reward weeks beginning in July 2026.

Olive Young has announced plans for a second U.S. location at Westfield Century City mall. ABC7 reported on May 29 that the Century City store is expected to open in June 2026; no update has been announced.