CJ Olive Young announced that it will launch a new wellness platform, "Olive Berry," in the first quarter of next year, expanding its K-beauty-focused business into the K-wellness realm. Olive Berry will offer curated content based on six lifestyle areas: "Eat Well," "Fit Well," "Move Well," "Groom Well," "Rest Well," and "Care Well." The service will operate both offline and online. The first store will open in Gwanghwamun, and the second in Gangnam. The online version will be available as a mini-app within the Olive Young app.
Olive Berry is designed to provide product recommendations that reflect individual preferences and lifestyle patterns, leveraging Olive Young's accumulated online and offline customer data. Targeting consumers aged 25 to 34, the app offers products and routine management solutions that address all aspects of daily life, including diet, exercise, inner beauty, sleep, and psychology. Consumers can set their interests and goals within the app, and the app provides hyper-personalized curation and customized notifications to help them establish a wellness routine.
Offline stores will be located in urban areas with high office populations to ensure accessibility. The stores in Gwanghwamun and Gangnam will be designed around experiential spaces, allowing customers to directly compare and purchase a wide range of products, including healthy snacks, nutritional supplements, exercise supplements, sleep aids, hygiene products, and aromatherapy. While Olive Young has grown primarily through beauty products, Olive Berry demonstrates its expansion strategy into a lifestyle care platform encompassing health and inner well-being.
With this launch, Olive Young aims to dominate the domestic wellness market. Simultaneously, it will serve as a testbed for emerging K-wellness brands, establishing a structure for constantly introducing new products and services. Providing a new shopping experience for international tourists is also a key strategic element. As K-beauty has gained recognition for its competitiveness in the global market, the company aims to drive demand for Korean lifestyle management methods in wellness products.
A CJ Olive Young official said that Olive Berry will play a role in expanding the concept of healthy beauty that it has previously presented to encompass wellness in general, and that it plans to provide new experiences to domestic and international consumers and lead changes in the wellness market.
