Sephora Teams Up With Olive Young: What This Means for K-Beauty in the U.S.

The Sephora vs. Ulta K-Beauty takeover is officially on. This week, we break down the biggest news yet: Sephora is teaming up with Olive Young to launch curated K-Beauty zones in ~650 stores across the U.S. and Canada (plus online) starting fall 2026—with a broader global rollout planned for 2027. We talk about why this is a smart “trust + awareness” play for Olive Young as it opens in L.A., what this means for existing K-Beauty brands already at Sephora, and which brands might get the merchandiser boot. Plus, Cover FX and Mally are shuttering, and introduce a new game: Beauty Quiz Show!

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