[K-Beauty] CJ Olive Young courts American consumers at K-pop festival in LA

Olive Young's booth at KCON LA 2025/ Courtesy of Olive Young

SEOUL, August 05 (AJP) - CJ Olive Young, South Korea’s leading beauty retailer, drew a crowd of 36,000 visitors over three days at KCON LA 2025 with its largest K-beauty booth to date, the company said Tuesday.

The immersive 430-square-meter installation spotlighted 164 products from 66 Korean brands, aiming to deepen engagement with U.S. consumers at the annual K-pop and culture festival held at the Crypto.com Arena and the Los Angeles Convention Center.

At the center of the experience was a skincare zone, where attendees sampled over 40 products ranging from essences and serums to suncare, sheet masks, and moisturizing creams — all curated to reflect Korean skincare rituals.

A UV protection testing device allowed visitors to measure sunscreen efficacy on the spot, while a newly introduced skin scanning service provided personalized skincare recommendations based on facial analysis.

To further entice attendees, Olive Young offered complimentary skincare starter kits featuring products from six popular brands. Long lines formed throughout the event as visitors waited to participate in the interactive skincare sessions, the company said.

The booth also served as a platform for promoting smaller Korean beauty labels.

A dedicated section highlighted 34 products from 30 small and mid-sized enterprises chosen through government-backed programs supporting global market entry.

Meanwhile, Olive Young’s own private-label brands — Bio Heal BOH, Bring Green, and COLORGRAM — were prominently featured in stand-alone installations.

Candice Kim candicekim1121@ajupress.com