What happens when Korea’s biggest beauty retailer brings its signature festival to Los Angeles? In August 2026, OLIVE YOUNG FESTA made its international debut, bringing nearly a decade of K-beauty expertise and discovery to a new audience in the heart of LA.
Held alongside KCON LA 2026, FESTA LA transformed a 55,000-square-foot space into a celebration of the brands, products, and trends shaping K-beauty today. More than 100,000 visitors explored 55 brands across four Seoul-inspired neighborhoods: Seongsu, Gangnam, Hongdae, and Myeongdong.
Rather than simply recreating the festival as it exists in Korea, OLIVE YOUNG brought its spirit to life in a way that invited an international audience to discover K-beauty for themselves, from trying products and discovering new ingredients to connecting with the brands behind them.
Between August 14-16, 2026, more than 100,000 visitors came to OLIVE YOUNG FESTA LA 2026 to discover new brands, experience products firsthand, and explore the trends driving the global K-beauty conversation.
A look back: The story behind OLIVE YOUNG FESTA
The story of FESTA began in Korea. Since 2019, OLIVE YOUNG has brought together the brands, products, and people shaping the country’s beauty and lifestyle scene through its signature festival. What started as a way for customers to discover the latest in beauty has grown into a platform where consumers, brands, creators, and industry stakeholders come together around what’s next.
And much like K-beauty itself, FESTA has never stayed still.
OLIVE YOUNG FESTA 2025 & 2023
The 2023 edition at Dongdaemun Design Plaza captured the beauty and health landscape of the moment, bringing together nearly 80 brands across four themed zones and 50 individual booths. Visitors explored OLIVE YOUNG Award-winning products, emerging trends, live content, and appearances by celebrities and influencers, with more than 15,000 people attending.
Two years later, FESTA transformed Seoul’s Nodeul Island into Treasure Island, an immersive journey inspired by the idea of discovering hidden gems. The May 2025 festival featured more than 100 brands, interactive experiences, founder and celebrity talks, and live music, drawing approximately 30,000 visitors. FESTA was becoming more than a product showcase, and becoming a destination in its own right.
From Seoul to Los Angeles
By 2026, taking FESTA beyond Korea felt like a natural next chapter. With OLIVE YOUNG’s first U.S. store opening in Pasadena in May and a second location at Westfield Century City in June, Los Angeles offered an opportunity to bring the retailer’s K-beauty expertise to life on an entirely new scale.
FESTA LA was more than an overseas edition of a Korean event. It introduced international consumers to the world behind the products they were increasingly discovering online, and offered a closer look at why K-beauty has become a global phenomenon.
Real K-beauty, designed to be experienced
For anyone who has spent time on social media recently, the appeal of K-beauty is hard to miss. Toner pads, cleansing balms, sunscreen, serums, and beauty devices regularly make their way onto social media feeds, while ingredients such as PDRN, madecassoside, peptides, and NAD have entered the global beauty vocabulary.
Biodance’s "Hydrogel Spa" booth at OLIVE YOUNG FESTA LA 2026
But knowing about K-beauty and knowing where to start are two different things. With so many brands, formulations, and unfamiliar ingredients to navigate, FESTA LA made discovery more approachable, turning a maze of products into something visitors could see, touch, try, and understand.
At the heart of the festival were 55 brand booths built around education and experience. Visitors could learn what a brand stands for, discover the ingredients and technology behind its products, and see how they fit into a wider beauty routine. The following are just a few examples of the many brands that created their own distinctive ways for visitors to engage with their products.
HEVEBLUE’s “Salmon PDRN Lab” booth at OLIVE YOUNG FESTA LA 2026
At Anua, visitors could measure changes in skin hydration before and after using its PDRN Collagen Glow Facial Serum Spray, while HEVEBLUE brought its salmon-PDRN story to life through a lab-inspired PDRN Testing Zone. THOME invited visitors to experience its water-droplet ultrasound technology firsthand through a five-step home-aesthetic routine, while Cell Fusion C used thermal imaging to show changes in skin temperature before and after applying its products.
LABO-H’s “Scalp Recharge Station” booth at OLIVE YOUNG FESTA LA 2026
The experience extended beyond skincare, too. LABO-H offered personalized scalp consultations followed by product testing based on each visitor’s results, while Mise-en-Scène showcased four versions of its bestselling Perfect Serum for different hair needs, alongside an interactive 180-degree photo booth. For makeup, TIRTIR offered shade matching centered on its bestselling Red Cushion, while Laka turned shade discovery into a record-store-inspired experience, inviting visitors to explore its Fruity Glam Tint shades through five mood-based collections.
b.clinicx and UNOVE’s booths at OLIVE YOUNG FESTA LA 2026
The result was an experience that went beyond simply trying a product. For U.S. consumers who had previously encountered many of these brands primarily through social media, seeing the brands in person offered a new level of connection. For the brands, FESTA provided a rare opportunity to meet U.S. consumers face-to-face, showcase their unique ingredients and technology, and see firsthand how local consumers responded.
In that sense, FESTA was not simply a showcase of what K-beauty has to offer, but a place where brands and consumers could discover each other.
Delight Project’s booth at OLIVE YOUNG FESTA LA 2026
And, at the center of it all
FESTA was not only a showcase for the brands shaping K-beauty. It also offered a glimpse into how OLIVE YOUNG brings that world together through its retail experience.
At the center of FESTA was the OLIVE YOUNG Store, a scaled-down recreation inspired by OLIVE YOUNG stores in the U.S. The Store Zone brought together curated product discovery, data-driven recommendations, branded goods, and a sense of what is trending in K-beauty.
The signature pink OLIVE YOUNG PICK display featured curated products for visitors to discover and test. Nearby, the BI Goods display offered OLIVE YOUNG-branded merchandise items, while shoppers could use a game coin from their purchase to play the OLIVE YOUNG Pinball Game, inspired by the brand’s two California locations.
The Ranking Zone showcased OLIVE YOUNG’s Top 20 products in the U.S., selected based on cumulative consumer data. A dedicated kiosk offered product information and customer reviews, turning OLIVE YOUNG’s retail data into another tool for discovery.
The zone also previewed the OLIVE YOUNG K-Beauty Edit at Sephora, offering a glimpse into the growing ways U.S. consumers can discover K-beauty through OLIVE YOUNG.
More than a beauty festival
Beyond the brand booths and Store Zone, FESTA brought together the expertise, services, and cultural touchpoints that surround the wider K-beauty experience.
At the SKIN SCAN zone, visitors received detailed skin analysis and personalized skincare consultations using skin-scanning technology, while MY COLOR LIVE offered personal color analysis and tailored beauty recommendations. The OLIVE GREEN LOUNGE created space for conversations with brands and beauty experts.
FESTA also reflected the growing connection between K-beauty and K-culture. The K-Pop Synergy Zone explored beauty through the lens of idol and K-pop culture, while the Tattoo Station added a playful touch with temporary designs inspired by Korean culture.
Together, these experiences made FESTA more than a traditional beauty expo. It became a living expression of the K-beauty ecosystem OLIVE YOUNG has helped build: a place where products meet people, trends meet experience, and Korean beauty culture can be discovered firsthand.
And as K-beauty continues to move from trend to global phenomenon, FESTA LA offered a glimpse of what comes next, not simply by bringing Korea’s beauty scene to the world, but by creating a place where the world can experience it for itself.
What happens when Korea’s biggest beauty retailer brings its signature festival to Los Angeles? In August 2026, OLIVE YOUNG FESTA made its international debut, bringing nearly a decade of K-beauty expertise and discovery to a new audience in the heart of LA.
Held alongside KCON LA 2026, FESTA LA transformed a 55,000-square-foot space into a celebration of the brands, products, and trends shaping K-beauty today. More than 100,000 visitors explored 55 brands across four Seoul-inspired neighborhoods: Seongsu, Gangnam, Hongdae, and Myeongdong.
Rather than simply recreating the festival as it exists in Korea, OLIVE YOUNG brought its spirit to life in a way that invited an international audience to discover K-beauty for themselves, from trying products and discovering new ingredients to connecting with the brands behind them.
Between August 14-16, 2026, more than 100,000 visitors came to OLIVE YOUNG FESTA LA 2026 to discover new brands, experience products firsthand, and explore the trends driving the global K-beauty conversation.
A look back: The story behind OLIVE YOUNG FESTA
The story of FESTA began in Korea. Since 2019, OLIVE YOUNG has brought together the brands, products, and people shaping the country’s beauty and lifestyle scene through its signature festival. What started as a way for customers to discover the latest in beauty has grown into a platform where consumers, brands, creators, and industry stakeholders come together around what’s next.
And much like K-beauty itself, FESTA has never stayed still.
OLIVE YOUNG FESTA 2025 & 2023
The 2023 edition at Dongdaemun Design Plaza captured the beauty and health landscape of the moment, bringing together nearly 80 brands across four themed zones and 50 individual booths. Visitors explored OLIVE YOUNG Award-winning products, emerging trends, live content, and appearances by celebrities and influencers, with more than 15,000 people attending.
Two years later, FESTA transformed Seoul’s Nodeul Island into Treasure Island, an immersive journey inspired by the idea of discovering hidden gems. The May 2025 festival featured more than 100 brands, interactive experiences, founder and celebrity talks, and live music, drawing approximately 30,000 visitors. FESTA was becoming more than a product showcase, and becoming a destination in its own right.
From Seoul to Los Angeles
By 2026, taking FESTA beyond Korea felt like a natural next chapter. With OLIVE YOUNG’s first U.S. store opening in Pasadena in May and a second location at Westfield Century City in June, Los Angeles offered an opportunity to bring the retailer’s K-beauty expertise to life on an entirely new scale.
FESTA LA was more than an overseas edition of a Korean event. It introduced international consumers to the world behind the products they were increasingly discovering online, and offered a closer look at why K-beauty has become a global phenomenon.
Real K-beauty, designed to be experienced
For anyone who has spent time on social media recently, the appeal of K-beauty is hard to miss. Toner pads, cleansing balms, sunscreen, serums, and beauty devices regularly make their way onto social media feeds, while ingredients such as PDRN, madecassoside, peptides, and NAD have entered the global beauty vocabulary.
Biodance’s "Hydrogel Spa" booth at OLIVE YOUNG FESTA LA 2026
But knowing about K-beauty and knowing where to start are two different things. With so many brands, formulations, and unfamiliar ingredients to navigate, FESTA LA made discovery more approachable, turning a maze of products into something visitors could see, touch, try, and understand.
At the heart of the festival were 55 brand booths built around education and experience. Visitors could learn what a brand stands for, discover the ingredients and technology behind its products, and see how they fit into a wider beauty routine. The following are just a few examples of the many brands that created their own distinctive ways for visitors to engage with their products.
HEVEBLUE’s “Salmon PDRN Lab” booth at OLIVE YOUNG FESTA LA 2026
At Anua, visitors could measure changes in skin hydration before and after using its PDRN Collagen Glow Facial Serum Spray, while HEVEBLUE brought its salmon-PDRN story to life through a lab-inspired PDRN Testing Zone. THOME invited visitors to experience its water-droplet ultrasound technology firsthand through a five-step home-aesthetic routine, while Cell Fusion C used thermal imaging to show changes in skin temperature before and after applying its products.
LABO-H’s “Scalp Recharge Station” booth at OLIVE YOUNG FESTA LA 2026
The experience extended beyond skincare, too. LABO-H offered personalized scalp consultations followed by product testing based on each visitor’s results, while Mise-en-Scène showcased four versions of its bestselling Perfect Serum for different hair needs, alongside an interactive 180-degree photo booth. For makeup, TIRTIR offered shade matching centered on its bestselling Red Cushion, while Laka turned shade discovery into a record-store-inspired experience, inviting visitors to explore its Fruity Glam Tint shades through five mood-based collections.
b.clinicx and UNOVE’s booths at OLIVE YOUNG FESTA LA 2026
The result was an experience that went beyond simply trying a product. For U.S. consumers who had previously encountered many of these brands primarily through social media, seeing the brands in person offered a new level of connection. For the brands, FESTA provided a rare opportunity to meet U.S. consumers face-to-face, showcase their unique ingredients and technology, and see firsthand how local consumers responded.
In that sense, FESTA was not simply a showcase of what K-beauty has to offer, but a place where brands and consumers could discover each other.
Delight Project’s booth at OLIVE YOUNG FESTA LA 2026
And, at the center of it all
FESTA was not only a showcase for the brands shaping K-beauty. It also offered a glimpse into how OLIVE YOUNG brings that world together through its retail experience.
At the center of FESTA was the OLIVE YOUNG Store, a scaled-down recreation inspired by OLIVE YOUNG stores in the U.S. The Store Zone brought together curated product discovery, data-driven recommendations, branded goods, and a sense of what is trending in K-beauty.
The signature pink OLIVE YOUNG PICK display featured curated products for visitors to discover and test. Nearby, the BI Goods display offered OLIVE YOUNG-branded merchandise items, while shoppers could use a game coin from their purchase to play the OLIVE YOUNG Pinball Game, inspired by the brand’s two California locations.
The Ranking Zone showcased OLIVE YOUNG’s Top 20 products in the U.S., selected based on cumulative consumer data. A dedicated kiosk offered product information and customer reviews, turning OLIVE YOUNG’s retail data into another tool for discovery.
The zone also previewed the OLIVE YOUNG K-Beauty Edit at Sephora, offering a glimpse into the growing ways U.S. consumers can discover K-beauty through OLIVE YOUNG.
More than a beauty festival
Beyond the brand booths and Store Zone, FESTA brought together the expertise, services, and cultural touchpoints that surround the wider K-beauty experience.
At the SKIN SCAN zone, visitors received detailed skin analysis and personalized skincare consultations using skin-scanning technology, while MY COLOR LIVE offered personal color analysis and tailored beauty recommendations. The OLIVE GREEN LOUNGE created space for conversations with brands and beauty experts.
FESTA also reflected the growing connection between K-beauty and K-culture. The K-Pop Synergy Zone explored beauty through the lens of idol and K-pop culture, while the Tattoo Station added a playful touch with temporary designs inspired by Korean culture.
Together, these experiences made FESTA more than a traditional beauty expo. It became a living expression of the K-beauty ecosystem OLIVE YOUNG has helped build: a place where products meet people, trends meet experience, and Korean beauty culture can be discovered firsthand.
And as K-beauty continues to move from trend to global phenomenon, FESTA LA offered a glimpse of what comes next, not simply by bringing Korea’s beauty scene to the world, but by creating a place where the world can experience it for itself.
10min
