Publications
Publications
- January 2025
- HBS Case Collection
Olive Young: Formulating Beauty Innovation
By: Rebecca Karp and Shu Lin
Abstract
Sun-jung Lee, CEO of Olive Young, South Korea's largest beauty and health retailer, saw significant potential in the U.S. market and considered three pathways: replicating Korea's omnichannel model, adopting a digital-native approach with curated products, or relying on the cost-effective but limited global online mall. She also pondered whether Olive Young’s local trend-driven merchandising model could succeed in the diverse U.S. market.
Keywords
Business Model; Market Entry and Exit; Business Strategy; Distribution Channels; Retail Industry; Beauty and Cosmetics Industry; South Korea; East Asia; United States
Citation
Karp, Rebecca, and Shu Lin. "Olive Young: Formulating Beauty Innovation." Harvard Business School Case 725-392, January 2025.