Seoul: CJ Olive Young Corp., South Korea's leading health and beauty retailer, has launched its first wellness-focused outlet, "Olive Better," in Seoul as part of its strategic expansion into the K-wellness market. This initiative marks the company's effort to diversify its offerings beyond K-beauty products, with plans to open a second outlet later this year.

According to Yonhap News Agency, the new wellness curation platform aims to promote healthier lifestyles by broadening Olive Young's existing health category into the "healthy beauty" sector. The company recognizes the growing global demand for wellness-related products and seeks to address the limited offline touchpoints that offer personalized recommendations and hands-on experiences.

The inaugural Olive Better store, located in Gwanghwamun, central Seoul, features a collection of over 3,000 wellness products from around 500 brands. As part of its expansion plan, CJ Olive Young intends to open a second store in Seoul's upscale Gangnam district within the year. In addition to the physical stores, an Olive Better app-in-app service is available through Olive Young's mobile application, aiming to enhance the customer experience.

Currently, CJ Olive Young operates 1,394 stores across South Korea and sells its products internationally through online platforms. The company does not yet have physical stores outside Korea but plans to open its first U.S. outlet in California in May. The United States and Japan are identified as key markets for CJ Olive Young's global expansion strategy, driven by increasing international interest in K-beauty.

CJ Olive Young has also established an office in Japan to facilitate the distribution of its cosmetics through local retail channels. Financially, the company reported a net profit of 475.99 billion won (US$329 million) in 2024, marking a 32 percent increase from the previous year, with 2025 earnings results expected next month.