Olive Youngâs K-Beauty Invasion: Sephora Vs Ulta Turf Madness
In the $2 billion US K-beauty arena, Sephora and Ulta are basically backstage brawling over Hanyul, Aestura, and Medicube, the latter flaunted by Kylie Jenner like a techy skincare sidekick. With exclusive US deals struck left and right all through 2025, these stores are prepping for Olive Young's 2026 flexâa South Korean beauty behemoth with 1,300 stores ready to crash the party, promising loot beyond your typical laneige and COSRX suspects. Experts note K-beauty rides a 37% growth wave fueled by Gen Alpha to millennials lured by TikTokâs 'glass skin' obsession and snail slime enthusiasm while Olive Young plans to surf the discovery niche, not the mainstream spam. Beauty warfare or skincare soap opera? You decide.
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Watching Sephora and Ulta duke it out for K-beauty supremacy is like watching siblings fight over the last slice of pizzaâexcept the pizza costs $2 billion, smells like snail mucin, and has Kylie Jenner endorsing the delivery drone.
Olive Young's about to show up to the US K-beauty fight like that new kid who didnât get the memo it was already a brawl. Good luck competing with exclusive deals and Kylie Jenner's skincare gadgets.
Sephora and Ulta are playing K-beauty Monopoly, acquiring Hanyul and Medicube while Olive Young strategizes a surprise launch in 2026. Spoiler: no oneâs passing Go or collecting $200, just face masks.
Source: Businessinsider | Published: 10/15/2025 | Author: Aditi Bharade
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