Global beauty retailer Sephora and South Korea’s CJ Olive Young are preparing to expand access to Korean beauty brands into the Middle East from 2027, as demand for K-beauty products accelerates across emerging and high-growth consumer markets.
The two companies said on Monday they have formed a strategic partnership to curate and distribute Korean skincare, cosmetics and wellness products through Sephora’s global retail and online network. The collaboration will launch later this year in the United States, Canada, Hong Kong and Southeast Asia, with further expansion planned for the Middle East, the United Kingdom and Australia.
The Middle East has become a priority market for international beauty brands, driven by a young, digitally engaged population, rising disposable incomes and a strong appetite for premium skincare. Industry executives say Korean beauty — known for innovation, affordability and trend-led formulations — is increasingly resonating with consumers in the Gulf and wider region.
Under the partnership, Sephora customers will gain access to a dedicated Olive Young-curated assortment, both online and in stores, featuring established and emerging Korean brands alongside trend-driven health and beauty products. Sephora’s in-store beauty advisors and digital platforms will support product discovery and customer engagement.
Sephora, owned by luxury group LVMH, operates more than 3,400 stores across 35 countries and serves over 80 million customers globally. Olive Young, South Korea’s largest beauty and health retailer, runs more than 1,390 stores domestically and has played a central role in exporting Korean beauty brands to international markets.
“Korean beauty is one of the fastest-growing and most desirable categories globally,” said Priya Venkatesh, Sephora’s global chief merchandising officer. “This partnership allows us to bring Olive Young’s distinctive curation to Sephora’s global community.”
Olive Young said the agreement supports its broader international expansion strategy as global interest in Korean skincare and wellness continues to rise.
“As demand for K-beauty accelerates, working with Sephora enables us to reach consumers in key international markets more effectively,” said Youngah Lee, chief strategy officer at CJ Olive Young.
Beauty analysts say the planned Middle East rollout reflects a wider shift by global retailers toward Asia-inspired beauty concepts, as consumers seek functional skincare, ingredient transparency and value-driven innovation.
The partnership will debut as an omnichannel offering, combining physical retail with e-commerce, and is expected to broaden over time as Olive Young adds new brands and product categories to the assortment.
