Olive Young Brings Signature K-Beauty Festival to the U.S.

Olive Young, Korea’s leading beauty and lifestyle retailer, announced the Olive Young Festa LA 2026, the company’s first U.S. edition of its signature experiential K-beauty festival. 

The event will take place from August 14–16 at the Los Angeles Convention Center.

Designed under the theme “The K-Beauty Playground Festival,” Olive Young Festa LA 2026 recreates the excitement of discovering new brands and products at an Olive Young store. 

Featuring 55 Korean beauty and lifestyle brands, the festival offers visitors the opportunity to explore the latest K-beauty trends, experience personalized beauty services, and discover Korea’s most innovative beauty and lifestyle products.

Spanning approximately 50,000 square feet and designed around four iconic Seoul neighborhoods—Seongsu, Gangnam, Hongdae, and Myeongdong—the festival invites visitors to experience Korea’s beauty culture the way locals do.

The journey follows the natural progression of a Korean beauty routine, from skincare to makeup, personal care, and wellness, allowing visitors to discover new brands while learning authentic K-beauty routines.

• Seongsu (Skincare): Inspired by Seoul’s trendsetting beauty district, the Seongsu zone showcases functional skincare alongside two of K-beauty’s most popular categories—suncare and sheet masks—as well as emerging indie beauty brands, inviting visitors to discover the latest trends. Visitors can explore products from brands including Biodance, VT, Abib, Cell Fusion C, Thome, and Mediheal.
• Gangnam (Skincare): Reflecting Gangnam’s reputation for sophisticated skincare, this zone features ingredient-focused and hydrating skincare, with a curated selection of cleansers and personalized experiences designed to help visitors find products tailored to their needs. Featured brands include Arencia, manyo, Torriden, Wellage, and Round Lab.
• Hongdae (Makeup, Personal Care): Reflecting Hongdae’s creative energy, this area offers hands-on activities with brands such as Rom&nd, fwee, Colorgram, Laka, and TIRTIR, from DIY customization to interactive beauty activities.
• Myeongdong (Hair & Body, Wellness): Inspired by Seoul’s iconic shopping district, this zone showcases the latest Korean hair and body care from brands including UNOVE, LABO-H, and Dr.ForHair, alongside wellness trends through tastings of functional beverages and snacks from Teazen, Osulloc, and Delight Project.

The U.S. event follows the successful launch of Olive Young Festa in Japan earlier this year.

The announcement comes as Olive Young continues to expand its presence in the United States, following the recent openings of its first two U.S. stores in Pasadena and Los Angeles, California.