CJ OLIVE YOUNG announced that it has selected 20 companies to participate in the pilot program for ‘K-SUPER ROOKIE WITH YOUNG' as part of efforts to support the global growth of emerging and small- to mid-sized beauty brands. K-SUPER ROOKIE WITH YOUNG is a program launched by the Ministry of SMEs and Startups (MSS) in partnership with OLIVE YOUNG to identify and nurture small and mid-sized cosmetics companies with strong export potential. In line with the program’s goal of supporting promising brands, OLIVE YOUNG invited applications from companies with annual exports of less than USD 1 million. Approximately 180 brands submitted applications during the two-week application period from October 16 to 31. Following a comprehensive evaluation by OLIVE YOUNG’s global merchandising experts, the company selected 20 businesses based on factors including alignment with global beauty trends, brand differentiation, and growth potential. Among the selected companies, Shift4's ‘12GRABS,’ which is entering OLIVE YOUNG for the first time through the pilot program, was recognized for developing cosmetics using natural agricultural and botanical extracts sourced from Korea. The brand was also evaluated for its alignment with the growing global preference for vegan beauty products and its potential to grow into a leading K-beauty brand. Its Vegan Comforting Sun Cream, now available through OLIVE YOUNG, offers three functional benefits of brightening, wrinkle care, and UV protection, and is certified vegan by the Korea Agency of Vegan Certification and Services. Through the end of the year, the 20 selected companies will receive a range of support to help them enter global markets, including marketing and promotional opportunities through OLIVE YOUNG’s online and offline infrastructure. As a first step, OLIVE YOUNG’s specialists will develop overseas marketing strategies tailored to each selected brand. They will analyze each product’s key strengths and recommend customized marketing approaches based on OLIVE YOUNG’s internal data and market insights by country, with the goal of maximizing the impact of the support provided. OLIVE YOUNG’s offline stores will also serve as sales and brand promotion channels. Dedicated K-SUPER ROOKIE WITH YOUNG displays will be set up at 12 key stores in major tourist areas, including Myeongdong and Hongdae, alongside promotional activities. Sample boxes will also be provided to give international shoppers an opportunity to try the products. Online support will be offered through OLIVE YOUNG Global, the company’s K-beauty export platform. Members will receive exclusive coupons for products from the selected companies, along with access to promotional discounts. Samples of selected brands’ products will also be included with purchases made through OLIVE YOUNG Global, creating more opportunities for the brands to connect with customers overseas. Through the pilot program, OLIVE YOUNG plans to assess the types of support needed by small and mid-sized companies preparing to expand overseas and launch the full-scale program in 2025. “Through this pilot program, we have focused on practical support measures that can help promising K-beauty companies expand into global markets,” said an OLIVE YOUNG representative. “We will leverage the business expertise and know-how we have built over the past 25 years while fostering a K-beauty ecosystem centered on small and mid-sized businesses, using this initiative as an opportunity to further strengthen the competitiveness of Korea’s cosmetics industry.” In July, the MSS and the Ministry of Food and Drug Safety announced measures to strengthen the global competitiveness of small and mid-sized and venture cosmetics companies and signed a memorandum of understanding. As part of the initiative, OLIVE YOUNG is leading the K-SUPER ROOKIE WITH YOUNG project, which aims to select 100 small and indie brands with strong export potential and provide them with consulting and marketing support.