25 Brands Selected as Finalists
Supporting Global Expansion of Small and Medium-Sized Cosmetics Companies
On July 10, CJ Olive Young announced the launch of its incubating program, "K-Super Rookie With Young," which aims to discover and nurture the next generation of K-beauty brands that will lead the global market.
An American woman, Jenaya, is shopping at the K-Super Rookie With Young exclusive display at Olive Young Myeongdong Central Branch. Provided by Olive Young.
K-Super Rookie With Young is Olive Young's flagship co-prosperity program, conducted in partnership with the Ministry of SMEs and Startups, to support the overseas expansion of small and medium-sized cosmetics companies with high export potential. Starting with an open call in May, Olive Young spent about two months reviewing applications and preparing for the program, which officially begins this month.
A total of 232 small and medium-sized brands participated in this initiative, resulting in a competition rate close to double digits. Olive Young comprehensively evaluated factors such as product competitiveness and potential for growth in the global market to select the final 25 brands.
The selected Super Rookie brands will receive multifaceted support for global expansion through Olive Young's online and offline distribution networks for approximately six months, from July 9 until the end of this year.
First, exclusive displays will be installed at 25 key stores in major commercial districts such as Gangnam and Myeongdong, as well as in locations with high numbers of international visitors, including Incheon Airport, Busan, and Jeju. This will actively introduce participating brands to global customers visiting Korea.
In addition, starting July 16, Olive Young will hold a special promotional event on its cross-border e-commerce platform, "Oliveyoung Global," expanding sales opportunities to customers worldwide. The company will also provide professional consulting from its global business division to help each brand establish tailored marketing strategies based on their flagship products, target countries, and target customers.
Furthermore, from August 1 to 3, during "KCON 2025" organized by CJ ENM in the United States, Olive Young plans to set up a dedicated exhibition space within its booth at the event venue, creating an opportunity for direct engagement with international K-beauty fans.
An Olive Young representative stated, "We developed this program in response to the fact that many small and medium-sized brands with excellent products still face significant challenges due to high entry barriers in overseas markets," adding, "Beyond short-term support, we aim to help brands establish themselves globally and drive the overall competitiveness of the K-beauty ecosystem."
Meanwhile, Olive Young is enhancing its customized support programs tailored to the growth stages of small and medium-sized enterprises, from startup to global expansion. The company assists startups in their early stages with the "Beauty Startup Incubation Program," operated in partnership with Kolmar Korea, and supports overseas market entry and capability strengthening during the growth phase through K-Super Rookie With Young.
For companies entering the global expansion stage, Olive Young contributes to tangible results in overseas markets by linking with the "Global Sales Support Program" of the Korea SMEs and Startups Agency. Going forward, Olive Young pledges to be a "good partner for SMEs," providing effective support across all stages of the corporate life cycle and helping promising companies gain recognition on the global stage.
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