SEPHORA x OLIVE YOUNG Is Bringing Korea’s Next Beauty Discoveries Closer to Southeast Asia
If you have ever found yourself scrolling through Korean beauty trends and wondering where to actually find the products everyone is talking about, that discovery process is about to get considerably easier.
SEPHORA and CJ OLIVE YOUNG are joining forces to create a new gateway to K-Beauty in Southeast Asia, bringing a curated selection of Korean beauty brands and products to consumers across Malaysia, Singapore and Thailand.
Launching from 2 September 2026, the partnership introduces an assortment of 20 Korean beauty brands and more than 180 products across SEPHORA stores in the three markets, as well as through the SEPHORA app and online.
Rather than simply adding another collection of Korean beauty products to the shelves, the collaboration taps into something that has become central to the K-Beauty experience: discovery.
A New Way to Discover K-Beauty
K-Beauty moves quickly.
From new ingredients and skincare textures to viral routines and emerging brands, Korean beauty trends can travel from Seoul to social media feeds around the world almost instantly. By the time a product starts appearing everywhere online, beauty consumers are often already looking for the next discovery.
That is where the SEPHORA x OLIVE YOUNG partnership comes in.
OLIVE YOUNG brings its understanding of Korea’s fast-moving beauty ecosystem, while SEPHORA contributes its expertise in global beauty curation, education and in-store discovery. Together, the partnership is designed to give Southeast Asian consumers closer access to the brands, formulas, ingredients and routines shaping what comes next in Korean beauty.
The assortment has been curated by OLIVE YOUNG based on Korean beauty trends, consumer preferences and product performance, bringing a selection of brands that have built popularity and demand in Korea to SEPHORA customers.
20 Korean Beauty Brands, 180+ Products
The new K-Beauty edit brings together both established names and emerging discoveries.
Among the brands featured are BIOHEAL BOH, Torhop, S.NATURE, beplain, ongredients, make p, Cell Fusion C, THE LAB by blanc doux, REJURAN, numbuzin, SUNGBOON EDITOR and Arencia, alongside additional sought-after Korean beauty names.
The exact brand selection will vary by country, giving each market its own edit of the broader collection.
For Southeast Asian beauty shoppers, that means more than simply access to Korean skincare. The collection spans the wider K-Beauty universe, with products and brands reflecting the diversity of the category and the different routines influencing consumers today.
SEPHORA Stores Become K-Beauty Discovery Destinations
To mark the launch, SEPHORA is also turning three flagship stores into dedicated SEPHORA x OLIVE YOUNG K-Beauty Discovery Launchpads.
The limited-time experiences will take over ION Orchard in Singapore, Fahrenheit 88 in Kuala Lumpur and Siam Center in Bangkok, transforming the stores into destinations centred around Korean beauty discovery.
The idea goes beyond a conventional product display.
Visitors can expect trend edits, hero routines, Korean beauty education, sampling, interactive experiences and social-first moments designed to make the increasingly expansive world of K-Beauty easier to navigate.
There will also be opportunities to explore emerging brands, sought-after hero formulas and new launches, including products and brands that are not yet widely available across the region.
For beauty enthusiasts who prefer to discover products IRL rather than simply adding them to an online cart, the launchpads add an experiential layer to the partnership — turning shopping into part of the discovery process itself.
And Yes, There’s a Little Something Extra
Selected purchases during the launch period will also unlock an exclusive Gift with Purchase featuring an OLIVE YOUNG pouch and charms, available while stocks last.
It is a fitting addition to a collaboration built around discovery: a little piece of OLIVE YOUNG to take home alongside the latest Korean beauty finds.
Why This Matters for K-Beauty in Malaysia
For Malaysian beauty consumers in particular, the arrival of the SEPHORA x OLIVE YOUNG edit signals a broader shift in how K-Beauty is being discovered and accessed.
Korean beauty has long been influential in shaping global skincare conversations, but the speed at which new brands and products emerge can make keeping up feel like a full-time job.
The partnership brings some of that fast-moving Korean beauty ecosystem into a more accessible retail environment — pairing OLIVE YOUNG’s knowledge of what is gaining momentum in Korea with SEPHORA’s established beauty community and discovery-led shopping experience.
And perhaps that is the most interesting part of the collaboration.
It is not simply about bringing more K-Beauty products to Southeast Asia. It is about shortening the distance between the trends happening in Korea and the consumers who want to discover them.
No passport required.
The SEPHORA x OLIVE YOUNG K-Beauty edit is now available from 2 September 2026 across selected SEPHORA stores in Malaysia, Singapore and Thailand, as well as through the SEPHORA app and online.
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