Sephora launches Olive Young K-Beauty Edit in Singapore with 20 Korean brands
Sephora Singapore launches the Olive Young K-Beauty Edit on Sep 2, bringing over 180 products from 20-plus Korean beauty brands to stores. The partnership debuts in Southeast Asia with Sephora Ion Orchard serving as a regional K-Beauty Discovery Launchpad.
Sephora is launching the Olive Young K-Beauty Edit in Singapore starting Wednesday (Sep 2), as part of a global partnership with South Korea's leading health and beauty retailer. The collaboration, which first launched in the US in August, now arrives in Southeast Asia with Singapore, Malaysia and Thailand among the first markets in the region.
Over 20 Korean beauty brands with more than 180 products will be made available across Sephora stores in all three countries. The Singapore edit includes brands such as Bioheal Boh, Torhop, Beplain, Ongredients, Make P:rem, Cell Fusion C, Rejuran, and Dr Althea.
The assortment has been curated by Olive Young based on Korean beauty trends, consumer preferences and product performance, while Sephora provides an experiential retail environment. Sephora Ion Orchard will become one of three regional K-beauty Discovery Launchpads, alongside Fahrenheit 88 in Kuala Lumpur and Siam Center in Bangkok.
These limited-time spaces are designed around trend edits, hero routines, beauty education, sampling and interactive experiences. “Southeast Asia is one of the most dynamic and trend-connected beauty markets in the world,” said Kristina Strunz, managing director of Sephora Southeast Asia & Oceania, in a media release.
Pallavi Naidu, vice president of merchandising for Sephora Asia, said the partnership combines Olive Young's knowledge of Korea's “fast-moving beauty landscape” with Sephora's expertise in curating for its customers. Sephora has spent more than a decade building its K-beauty offering across skincare, makeup, haircare and fragrance.
Shoppers who spend S$65 on the Sephora x Olive Young K-beauty Edit will receive an exclusive insulated tote bag, available across Sephora stores, the app and website. Those spending S$40 at the Ion Orchard Launchpad receive a Tyvek pouch, while stocks last.
