What: CJ Olive Young is launching Olive Better, a wellness-focused retail concept targeting young adults, with both physical and digital channels and plans for global expansion.

Why it is important: The development highlights how leading beauty retailers are adapting to younger consumers’ demand for wellness and seamless digital-physical experiences.

CJ Olive Young is set to debut Olive Better, a wellness-focused store concept, in January, with its first locations in central Seoul’s Gwanghwamun and Gangnam districts. This new retail format is designed to appeal to office workers, residents, and visitors seeking convenient access to wellness products as part of their daily routines. Olive Better will offer a curated selection of inner-beauty foods, nutritional supplements, healthy snacks, fitness accessories, aromatherapy, sleep solutions, oral care, and dermacosmetics, targeting consumers in their mid-20s to mid-30s who increasingly view wellness as a core lifestyle priority. The concept will be integrated across Olive Young’s digital platforms, including its app and website, reflecting the retailer’s commitment to an omnichannel approach. This launch coincides with Olive Young’s accelerated global expansion, including recent announcements of new stores in the US and UAE. The company also reported a significant surge in tourist spending, with foreign visitors spending 1 trillion won (US$680 million) at its offline stores between January and November, marking a 26-fold increase from 2022.

IADS Notes: CJ Olive Young’s Olive Better launch aligns with the broader trend in Asian retail toward wellness-centric and experiential strategies, as seen with SM Group’s expansion in September 2025. The rise of omnichannel retail, highlighted by Forbes in March 2025, and the growing influence of younger consumers, noted by BCG in May 2025, reinforce the importance of integrating digital and physical experiences. Olive Young’s international ambitions and the surge in tourist spending, as reported by Visa in February 2025, further validate this strategic direction.

CJ Olive Young to debut wellness-focused store concept