Key Facts
• Olive Young is expanding into the wellness category, blending beauty and health.
• The company filed a trademark for ‘All the Better’ to strengthen its wellness identity.
• Wellness products include functional health foods, inner beauty, and double care items.
• In November 2024, Olive Young N Seongsu store dedicated half of its third floor to wellness.
• The company actively collaborates with small brands and new products in wellness categories.
• From January to May 2025, foreign visitor purchases of wellness brands rose 30% year-on-year.
• Inner beauty products saw a 55% increase, while functional health foods grew by 29%.
• Olive Young aims to align with the global wellness trend, expanding beyond K-Beauty.
• The trademark’s specific use is undecided but focuses on branding and private label development.
Summary
South Korea’s Olive Young is transitioning from its K-Beauty roots to embrace the global wellness trend, blending beauty and health under its new strategy. The company has filed a trademark for ‘All the Better,’ aiming to establish wellness as a core brand identity. Key product categories include functional health foods, inner beauty, and double care items. The Olive Young N Seongsu store, opened in November 2024, highlights this shift with a dedicated wellness section. Collaborating with small brands and new products, Olive Young is expanding its wellness lineup. Data from January to May 2025 shows a 30% year-on-year increase in foreign visitor purchases of wellness brands, with inner beauty products growing by 55% and functional health foods by 29%. This strategy reflects a broader move from K-Beauty to K-Wellness, positioning Olive Young as a leader in the evolving global market.
