Eat, Rest, Recharge... Olive Young Launches Wellness Platform 'Olive Better'

Olive Better Gwanghwamun Branch Opens on January 30

Olive Young, the largest health and beauty (H&B) specialty retailer in Korea, will unveil the first store of its new platform, 'Olive Better,' in Gwanghwamun, Seoul, on January 30. Located at the former Starbucks site in the popular D Tower area, Olive Better is a space that highlights daily routines of 'eating, resting, and self-care' rather than focusing on cosmetics.

When visiting the store on January 29, a day before its official opening, it was evident that the platform had organized the somewhat vague and scattered concept of wellness into categories and products tailored to modern lifestyles. By expanding the idea of 'healthy beauty' to encompass food, rest, and self-care, Olive Better stands out as a wellness platform that can be easily practiced in everyday life.

Representative image of 'Olive Better,' the wellness curating platform launched by CJ Olive Young. CJ Olive Young

Olive Better is the first new platform introduced by Olive Young since the brand’s launch in 1999. The core strategy is to broaden the existing beauty domain to cover all aspects of wellness. The initiative began from the recognition that, although wellness consumption is rapidly increasing, there are few comprehensive offline touchpoints where consumers can experience it. According to market research firm NielsenIQ (NIQ), 7 out of 10 consumers worldwide are making efforts for their health, but 44% feel lost because they do not know the right methods for themselves.

Globally, wellness-focused retail has already become a trend. In the United States, the premium market 'Erewhon' has grown into a space for 'consuming a healthy lifestyle' by curating groceries, supplements, and beauty products. In the United Kingdom, 'Holland & Barrett' is strengthening its 'inside-out beauty' strategy, combining inner beauty with skincare.

The second-floor store of 'Olive Better' No.1 in Gwanghwamun, Seoul, set to officially open on the 30th. Photo by Han Yeju

This planning intention is also reflected in the store layout. On the first floor of the store, located in the heart of Gwanghwamun’s office district, salads, high-protein ready meals, and protein products are displayed at the entrance. This setup targets office workers who find it difficult to consistently maintain a managed diet. Health supplements that can be tailored to individual needs are also displayed, and Olive Better offers a tasting service for key curated wellness products.

Ascending the stairs leads to the second floor, a space that proposes wellness routines aligned with the flow of the day. Here, light meals, healthy snacks, and health supplements are featured, along with more specialized offerings in categories that Olive Young has previously developed, such as inner beauty, slimming, and sleep health (sleep beauty). Energy gels and sports goods for fitness enthusiasts are also available.

At the end of the day, the focus shifts to rest and recovery. The store offers a wide range of products, from caffeine-free beverages like tea and coffee alternatives to aromatherapy, dermal care, and items that promote sound sleep, such as lighting and pajamas. There is also a dedicated area for sampling and experiencing teas, providing a brief respite in the middle of the city.

A CJ Olive Young representative is making a presentation on the morning of the 29th at Grand Seoul in Jongno-gu, Seoul. Photo by Hanyeju

The choice to open the first Olive Better store in Gwanghwamun aligns with this concept. Gwanghwamun has a large population of office workers and a high concentration of wellness infrastructure, such as yoga studios and gyms. The two-story store, covering approximately 430 square meters, features more than 500 brands and over 3,000 types of wellness products.

Olive Better stores will operate as an independent brand, separate from Olive Young, and will be launched in similar commercial districts. There are also plans to convert existing stores into Olive Better locations. The second store is scheduled to open in a prime district of Gangnam, Seoul, within the first half of the year.

Connections with online services have also been strengthened. The Olive Young app will simultaneously launch an Olive Better app-in-app service, offering personalized product recommendations based on consumption target, purpose, and ingredients, as well as a 'routine reminder' feature for supplement intake times. The service is integrated with Olive Young membership, allowing users to receive the same benefits, and also supports Today Dream delivery and pickup services.

Olive Young’s strategy is to expand the 'K-wellness' market through Olive Better. Drawing on its experience introducing the H&B store concept to Korea and growing the market, Olive Young aims to support the step-by-step growth of 'Korean-style wellness' by expanding wellness consumption experiences connected to daily routines.

An Olive Young representative stated, "Olive Better is a platform that curates a wellness lifestyle anyone can easily and enjoyably practice in their daily lives. Through Olive Better, we aim to help customers achieve balanced beauty inside and out, and to lead the creation of a healthy ecosystem where the brand and the domestic wellness market grow together."