Beauty enthusiasts across Southeast Asia will have a new way to discover some of Korea’s most sought-after beauty brands as Sephora and CJ Olive Young expand their global retail partnership into the region.
From 2 September 2026, a curated selection of 20 Korean beauty brands featuring more than 180 products will be available at Sephora stores in Singapore, Malaysia and Thailand, as well as through the Sephora app and online platforms.
The partnership combines Olive Young’s close connection to Korea’s fast-moving beauty ecosystem with Sephora’s expertise in beauty discovery, curation and client experience. The collaboration is designed to give Southeast Asian consumers easier access to the brands, formulas, ingredients and beauty routines influencing the next wave of K-Beauty.
The assortment includes brands such as BIOHEAL BOH, Torhop, S.NATURE, beplain, ongredients, make p:rem, Cell Fusion C, THE LAB by blanc doux, REJURAN, numbuzin, SUNGBOON EDITOR and Arencia. The selection will vary by country, with additional emerging and sought-after Korean beauty names also included.
Sephora has been expanding its K-Beauty portfolio across skincare, haircare, makeup and fragrance for more than a decade, building on its role as a beauty brand incubator. The latest partnership comes as Southeast Asian consumers become increasingly connected to global beauty trends through social media, allowing them to discover Korean products, ingredients and routines almost as they emerge.
Olive Young has curated the assortment based on its understanding of Korean beauty trends, consumer preferences and product performance. Through its merchandising expertise, the retailer is bringing brands that have built strong popularity and consumer demand in Korea to Sephora customers across Southeast Asia.
To celebrate the regional launch, Sephora will also introduce limited-time Sephora x Olive Young K-Beauty Discovery Launchpads at three flagship stores: ION Orchard in Singapore, Fahrenheit 88 in Kuala Lumpur and Siam Center in Bangkok.
The Launchpads are designed to go beyond conventional product displays, turning the selected stores into destinations for K-Beauty discovery. Visitors will be able to explore trend edits, hero routines and Korean beauty education, alongside sampling opportunities, interactive experiences and social-first moments.
The activations will also highlight emerging brands, popular hero formulas and new launches, including products and brands that are not widely available across the region.
Selected purchases will come with an exclusive Gift with Purchase featuring an Olive Young pouch and charms, while stocks last.
With the Sephora x Olive Young partnership, consumers in Singapore, Malaysia and Thailand will have a new retail gateway to Korean beauty, bringing a selection of the country’s fast-moving beauty trends and sought-after products closer to home without the need to travel to Korea.
