Olive Young to launch first US K-beauty festival

Korean beauty retailer Olive Young is bringing its signature experiential K-beauty festival to the U.S. for the first time, as the company continues to expand its American footprint following the recent opening of its first two California stores.

Dubbed “Olive Young Festa LA 2026”, the event will take place August 14-16 at the Los Angeles Convention Center, and brings together 55 Korean beauty and lifestyle brands. 

Spanning approximately 50,000 square feet, the festival is designed around four of Seoul’s best-known shopping districts—Seongsu, Gangnam, Hongdae and Myeongdong—with each zone highlighting a different category of Korean beauty and wellness.

Visitors will be able to explore skincare, makeup, personal care, haircare and wellness brands through interactive product demonstrations, consultations and educational sessions. Featured brands include Biodance, VT, Abib, Mediheal, manyo, Round Lab, Rom&nd, Tirtir, Unove and Osulloc, among others.

The announcement comes weeks after Olive Young opened its first U.S. stores in Pasadena and Los Angeles, marking the retailer’s formal entry into the American market. 

The Los Angeles event also follows the company’s first international Olive Young Festa, held in Japan earlier this year.

Olive Young first announced plans to enter the country in 2025 with the creation of a local subsidiary in Los Angeles. The company plans to continue expanding across the United States, using California as a launchpad for broader growth in the market.