I just read that CJ Olive Young is officially opening its first physical store in the U.S., and honestly it feels like a pretty big moment for Korean beauty brands.

The first store is opening in Pasadena on Colorado Blvd, and the space sounds massive compared to the typical K-beauty sections you see inside American stores. They said the shop will carry around 5,000 products from 400 beauty and wellness brands, with more than 80% being Korean brands.

What surprised me most is that they’re apparently changing product displays every couple of weeks to keep up with fast-moving Korean beauty trends. That’s very different from how beauty stores usually operate in the U.S.

They’re also adding interactive services for people who are new to K-beauty:

• personalized skincare recommendations
• self skin-analysis devices
• skincare lesson programs based on your skin condition

It honestly sounds more like an experience than just a regular cosmetics store.

As someone in the U.S., I feel like Korean skincare has already gone mainstream online, but this feels like the next step where Korean beauty brands are trying to become part of everyday American shopping culture.