Developed the Clean Beauty Category

• Adopted Clean Beauty as a Brand Development Track

  • Value-based consumption trend emerged
  • Implemented Clean Beauty principles that meet consumer demands and current market trends
  • Developed Clean Beauty products and discovered new brands
• Developed Brands and Reinforced Brand Influence

  • Developed major brands that lead category growth
  • Developed next generation brands capable of participating in advancing Clean Beauty
  • Strengthened activities to spread Clean Beauty values
• Successfully Expanded the Clean Beauty Category

  • Proactively acquired new brands and secured brand pool
  • Total number of Clean Beauty brands reached 43 (as of 2023)
  • Sales share in basic cosmetics continued to increase

Identified the Mask Pack Pad Category

• Recognized the Need for New Mask Pack Markets

  • Sheet mask subcategory market, a popular K-beauty item, became stagnant
  • Identified the "Daktto" (wipe-off toner) trend, uncovering hidden customer needs and a new segment
• Established Growth Strategies for Pad Category

  • Recategorized pad and wipe-off toner products
    Clearly defined product segments by grouping dispersed pad products into detailed categories
  • Newly added the pad segment to the Olive Young Awards category
• Expanding Pad Subcategories and Responding to New Trends

  • Created new market demand within the mask pack category, with momentum continuing
  • Consistently responds to evolving beauty trends through product releases aligned with the "slow aging" strategy, including blemish care, pore elasticity, and gel pad products.

• Mutual Growth Fund Up to KRW 1 Billion in Funding Per Partner

  • Fund Size: KRW 100 Billion
    *CJ OLIVE YOUNG: KRW 50 Billion / IBK Industrial Bank of Korea: KRW 50 Billion
• Shortened Payment Period Payment Period Shortened from 60 Days to 30 Days

  • Expanded Eligibility to Include Brand Partners as Direct Purchase Suppliers

• Production Provide Support for Live Production, Including Studio and Equipment Rental

  • Produce and distribute master guides
  • Offer support and training in production and directing to enhance live capabilities
• Marketing Secure Traffic and Exposure Slots and Operating Media Packages

  • Provide live data dashboards
  • Support advertising and promotional activities
  • Provide exposure slots in online malls and live halls
• Quality Management Support Efforts to Increase Customer Satisfaction and Enable Stable Business Expansion

  • Provide pools of production companies and show hosts
  • Support VOC response processes
  • Provide live quality management guides and monitoring guidance
  • Operate training programs

Olive Young participates in KCON to introduce K-beauty to consumers from around the world. KCON is the world's largest K-pop fan & artist festival with a cumulative offline audience of 1.83 million people. Olive Young is working with small and medium-sized brands to show the latest trends in K-beauty at KCON and making various attempts to provide engaging opportunities for customers to experience its products.

Since 2022, Olive Young has been supporting the overseas expansion of small and medium-sized brands through participation in the global media content marketing project and the joint logistics project for online export hosted by the Small and Medium Venture Business Corporation. Based on insights gained from global expansion and customer behavior analysis, the company has provided optimized marketing strategies to its partners.

In particular, the company has helped brands effectively introduce and sell products by collaborating with global mega influencers for live commerce and content production. In addition, Olive Young is constantly expanding product accessibility for global customers by providing international free shipping for orders of $60 or more through Global Mall.

OLIVE YOUNG Awards & Festa1) introduces products of its outstanding partners to customers and offers a platform for partners to learn about the next year's trends and growth strategies. Awards & Festa, initially designed to connect beauty brands and consumers, has expanded over the years into a co-growth industry convention focusing on the growth of promising brands and the possibility of overseas expansion. In 2023, Olive Young welcomed about 200 participants, consisting of representatives from around 60 companies such as global platforms B2B distribution firms as well as domestic government officials. The event was an opportunity to explore partnerships for K-beauty exports.

1) OLIVE YOUNG Awards & Festa is a leading K-beauty convention in Korea, which combines the Awards that selects the most popular brands and products of the year based on beauty & health trends and MD strategies, with the Festa that brings together brands, customers, and industry experts to experience products and share trends.

Future Connect is a conference hosted by Olive Young to share industry insights and growth strategies with key partners and emerging K-beauty brands. Through the event, Olive Young delivered a broad range of actionable insights to support small and medium-sized brands in developing effective strategies for global expansion, as well as practical guidance on product development and export operations.

Partners Day is Olive Young's largest end-of-year event celebrating mutual growth — an occasion to express gratitude to outstanding partners who have worked closely with the company. In 2023, the company invited 115 partners, shared its long-term vision and core strategies, and offered networking opportunities to foster mutual growth.