CJ Olive Young will showcase a large-scale K-beauty festival in Los Angeles (LA).
Olive Young said on the 2nd that it will hold Olive Young Festa LA 2026 in Los Angeles, California, for three days starting Aug. 14 (local time). Olive Young Festa is an experiential beauty festival that began in 2019 and has established itself as a flagship event introducing domestic beauty and health brands.
Following the launch of its first offline store in the United States in May, Olive Young plans to expand local customers' K-beauty experience through a large-scale beauty festival. Olive Young opened its first store in Pasadena, California, in May and opened a second store in LA last month.
This festa will be organized under the concept of a K-beauty playground that brings together Olive Young's experiential content in connection with KCON LA 2026 at the LA Convention Center.
The venue will span about 4,700㎡ (about 1,422 pyeong), with 55 K-beauty and lifestyle brands participating to showcase signature products and various hands-on content.
At the center of the venue, a Store Zone faithfully recreating an Olive Young store will introduce representative K-beauty products. Around it, spaces themed after Hongdae, Myeong-dong, Seongsu and Gangnam—Seoul's key commercial districts popular with foreign tourists visiting Korea—will be created.
It will also run Beauty & Health Deep Dive, a brand-by-brand experiential lecture program. Participating brands will present their brand stories directly. A networking space will also be set up for brands to share their experiences and insights on entering the U.S. market.
An Olive Young official said, "This festa will be an opportunity to further expand the K-beauty experience Olive Young proposes in the United States," adding, "We will achieve consolidation between local U.S. stores, the online mall and the festa to promote not only K-beauty but also K-lifestyle to the world and build a foundation for domestic brands' global growth."