Olive Young Pasadena Grand Opening Draws Thousands of K-Beauty Enthusiasts to Old Pasadena
PASADENA, Calif. — The South Korean beauty and lifestyle retailer Olive Young opened its flagship Southern California store in Pasadena on Saturday, attracting an estimated 5,000 customers in its first 24 hours of operation. Located at 33 East Colorado Boulevard in the city’s historic Old Pasadena district, the Olive Young Pasadena location marks the company’s 11th U.S. outpost, according to a company statement released Monday.
Why this event matters: The opening underscores surging American demand for K-beauty products, a market projected to grow by 11.2% annually through 2030, per industry data. Pasadena—a diverse, high-traffic city with a significant Asian American population—was selected for its demographic alignment and proximity to key media and tourism hubs.
What the store offers: Spanning 6,500 square feet, the Olive Young Pasadena location features over 3,000 curated products, including exclusive skincare lines such as Skin1004 and COSRX, as well as sheet masks, sunscreens, and makeup. The store also debuts a “K-Beauty Experience Zone” offering on-site skin analysis and personalized product recommendations.
Who attended: Influencers, local residents, and tourists formed lines starting at 5 a.m. PST. Notable attendees included Los Angeles-based lifestyle blogger Chloe Kim, who posted to her 1.2 million Instagram followers, calling the store “a must-visit for any skincare lover.”
When the events occurred: The grand opening began at 9 a.m. Saturday, with extended hours until 9 p.m. The company confirmed additional events scheduled through the end of April, including K-pop dance workshops and free beauty workshops.
How the crowds were managed: Pasadena Police Department deployed six officers for crowd control, while store staff implemented