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| yna@yna.co.kr 2026-05-15 15:43:01
SEOUL, May 15 (Yonhap) -- CJ Olive Young said Friday that its wellness-focused platform Olive Better has marked its first 100 days since launch, gaining traction as the company moves to expand the K-wellness market.
Launched on Jan. 30, Olive Better was introduced as a platform extending Olive Young's health category into broader wellness areas under the concept of "healthy beauty." The company reorganized wellness products into lifestyle-oriented categories such as "eat well" and "fill well" to make wellness more accessible to consumers.
Olive Better placed wellness shots and gummy-type health supplements at the forefront of its offerings, reflecting growing global demand for convenient and highly absorbable wellness products. The platform also introduced single-unit sales of wellness shots packaged in small bottles or pouches, allowing consumers to try products more easily. As of the end of last month, wellness shots and gummy products accounted for more than half of the top 30 bestselling items at Olive Better stores, while the number of Olive Young members newly experiencing wellness products surpassed 1.8 million, according to the company.
The platform has also expanded its lineup of wellness brands. Olive Young said it has introduced around 560 wellness brands and some 13,000 products, ranging from local indie brands such as Tiger Morning and Dossi to global brands including Just and Iyaiya & Friends. Smaller brands previously focused on specific product categories have also used Olive Better to broaden customer access and test new product lines.
Olive Young's in-house wellness brand, "ALL THE BETTER," has also helped lower entry barriers for first-time wellness consumers by offering around 50 products, including gummies, olive oil and water sticks, at affordable prices. The company said customers purchasing ALL THE BETTER products bought an average of three to four additional products from other brands, expanding their wellness consumption.
Olive Better has also gained popularity among foreign tourists visiting South Korea. Foreign customers accounted for only 7 percent of sales during the first week after the opening of the platform's first store in Seoul's Gwanghwamun area in February, but the proportion rose to nearly 50 percent by the end of April. The top five products purchased by foreign customers were all from Korean brands, including Rejuran, BB Lab and Nothing Better, demonstrating the growing global popularity of K-inner beauty products, the company said.
Olive Young said it plans to further strengthen experience-based curation across both online and offline channels to build a more intuitive and advanced wellness ecosystem. The company also plans to improve its online shopping environment by reorganizing product categories according to specific purposes and functions to enhance personalized shopping convenience.
Offline expansion is also underway. After confirming demand from both domestic and foreign customers through stores in Gwanghwamun and Gangnam Station over the past 100 days, Olive Young plans to broaden its store presence beyond office districts. The company aims to open 10 stores this year in key commercial areas in Seoul and the surrounding metropolitan area, including Myeongdong and Seongsu, which are popular among tourists and younger consumers in their 20s and 30s. Hybrid stores combining Olive Young and Olive Better are also under consideration.
An Olive Young official said the first 100 days of Olive Better demonstrated that the company successfully applied its K-beauty business model to the wellness sector and proved the global growth potential of K-wellness. The official added that the company will continue discovering emerging domestic wellness brands and strengthening the competitiveness of the K-wellness industry.
jwc@yna.co.kr
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