Seoul | In the world of beauty retail, Sephora has long been considered the gold standard for in-store experiences. The LVMH-owned brand combines premium cosmetics with immersive environments, often powered by extensive digital signage. But in South Korea, a homegrown competitor is rewriting the rules: Olive Young.
Olive Young: Korea’s Answer to Sephora
Over the past decade, South Korea has become a global powerhouse in cosmetics. Known for innovation and cutting-edge formulations, K-beauty products have captured international markets. Today, South Korea ranks as the third-largest exporter of cosmetics, behind only France and the U.S. Cosmetics account for 25.7% of the country’s exports, surpassing even biopharmaceuticals and smartphones.
The rise of K-Beauty and Olive Young
At the center of this boom is Olive Young, South Korea’s leading health and beauty retailer with over 1,200 stores nationwide. Often dubbed “South Korea’s answer to Sephora,” Olive Young offers an extensive range of K-beauty brands alongside its own private-label products for men and women.
Digital signage at the heart of the experience
When invidis visited Olive Young’s flagship store in Myeongdong, Seoul’s bustling shopping district, one thing stood out: LEDs everywhere. From wall-sized LED displays at the checkout area to LED strips integrated into merchandise displays and stairwells, digital signage is woven into the store’s DNA. Even category signage uses LED technology to create a vibrant, dynamic environment.
At the entrance, Olive Young greets visitors with LCD displays in the promotional zone, showcasing dynamic content that feels like the store’s heartbeat. Rather than overwhelming shoppers with screens, the digital elements are strategically placed to provide orientation, information, and entertainment—a masterclass in how to integrate technology without compromising the shopping experience.
Why it works
Olive Young’s approach demonstrates that digital signage is the perfect tool for experience design. By blending visual storytelling with functional guidance, the retailer creates a space that feels modern, engaging, and distinctly Korean. It’s a reminder that not only in beauty retail, digital and physical must work hand in hand to deliver memorable experiences.
