At Cosmoprof North America 2025, amidst the buzz of the show floor and the glint of innovation in every aisle, one booth shimmered with a particularly global promise: Olive Young.
South Korea’s leading beauty and wellness retailer, Olive Young has long served as a trend authority across Asia, curating cult-favorite products and launching private label brands that have defined the K-beauty category. With more than 1,370 locations across South Korea and a rapidly growing global e-commerce platform, Olive Young is now making an ambitious push into North America, bringing clinical ingredients in K-Beauty formulas.
Spearheading Olive Young’s U.S. growth is Wonseok Kim, Head of U.S. Sales for Private Brands, who I met with at CosmoProf Las Vegas. A veteran of Amorepacific, Kim brings global brand experience and a deep understanding of both Eastern and Western skincare values. His approach prioritizes not just expansion, but localization: ensuring that each product, message, and rollout is crafted with the American beauty market in mind.
A House Brand Strategy Unlike Any Other
While Olive Young is known for retailing hundreds of top K-beauty names, its real secret weapon lies in its exclusive portfolio of private label brands. Unlike traditional in-house lines that often function as value-tier offerings, Olive Young’s brands are fully realized, independently developed, and backed by dedicated R&D and brand teams. These include Colorgram, BringGreen, and BioHeal BOH, each of which brings a distinct identity and functional focus to Olive Young’s international expansion.
For U.S. professionals, it’s BioHeal BOH and BringGreen that deserve special attention.
Clinical Formulas Meet Korean Skincare Rituals
BringGreen and BioHeal BOH mark a meaningful evolution in the K-beauty narrative. Traditionally centered on hydration, layering, and sensory delight, K-beauty has often been misunderstood as “gentle but light.” These two brands challenge that perception, bringing clinical ingredients in K-Beauty formulas.
BringGreen offers vegan-certified solutions specifically formulated for sensitive and acne-prone skin. The brand’s standout Zinc Teca Blemish Serum pairs a proprietary zinc complex with niacinamide and tea tree extract for visible results on texture, tone, and breakouts. What sets BringGreen apart is its clinical precision: combining ingredient transparency with proven actives that deliver results on par with professional homecare regimens.
BioHeal BOH, meanwhile, brings a more advanced approach to anti-aging. Its hero product, the Probioderm 3D Lifting Cream, is powered by a patented probiotic matrix clinically proven to improve skin density and elasticity within two weeks. By integrating Korean skincare textures with high-efficacy ingredients and lifting technology, BioHeal BOH positions itself as a true bridge between medspa science and consumer accessibility.
Both brands demonstrate Olive Young’s commitment to combining trusted Korean skincare philosophies with Western clinical performance. For licensed professionals, that means more than buzz, it means functional, high-performance products that let the most ingredient-obsessed get in on the K-Beauty craze.
Color, Culture, and Curation
While BringGreen and BioHeal BOH meet the demands of ingredient-conscious professionals, Colorgram offers a different kind of value. This Gen Z-driven cosmetics line delivers on-trend textures and playful color in packaging that practically begs for content creation. The Fruity Glass Tint, Korea’s top-selling lip gloss, blends gloss, stain, and balm into one standout formula. Though less clinical in nature, Colorgram serves as a discovery gateway for clients just entering the world of K-beauty.
KCON LA 2025 and the Road to Retail
Following Cosmoprof, Olive Young brought its “All Live Young” philosophy directly to consumers at KCON LA 2025, where it served as the event’s title sponsor. The immersive booth experience featured 66 brands and 164 products in a curated walkthrough of Korean skincare, color, and wellness. Attendees explored product demos, interactive diagnostics, and digital extensions through the Olive Young Global App.
This large-scale activation wasn’t just about awareness. It was the brand’s final preview ahead of its first U.S. retail store, set to open in Los Angeles in 2026. For American consumers and beauty professionals alike, this upcoming flagship promises access to Olive Young’s full product curation, with an emphasis on skincare performance and ingredient integrity.
The Takeaway for Pros
For licensed professionals, Olive Young’s entry into the U.S. market offers more than just trend-forward products. It brings professionally aligned skincare solutions, with clinical-grade actives, sophisticated textures, and invites the pro into the K-Beauty craze.
In a landscape where ingredient literacy is rising and clients demand real results, BringGreen and BioHeal BOH position Olive Young as more than just a retailer. It is a future ally in the treatment room, the backbar, and in your personal beauty arsenal.
