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[00:00]
A
This is Paige desorbo from Gigli Squad. Boost Mobile gives you the same network coverage, speed and service you're used to, just at a more affordable price. Why pay more if you don't have to? Offering reliable nationwide coverage backed by a 30 day money back guarantee. Love your service or get your money back, no questions asked. Visit your nearest Boost Mobile store or head to boostmobile.com to learn more. After 30 gigabytes, customers may experience slower speeds. Customers who cancel within 30 days of activation will have Boost service fees referred to activation fees if applicable, and phone payments will not be refunded.
[00:47]
B
Hi kirby.
[00:48]
C
Hi sarah. Welcome to los angeles.
[00:56]
B
The K Beauty takeover continues.
[00:59]
C
It's a fight between Sephora and Ulta, who and Amazon do all of these K Beauty brands. We had Ulta with their K Beauty Marketplace. We've started to see more brands. Enter Sephora, all of Young, the hugest beauty retailer in Korea, is going to make a footprint here in Los Angeles. First time stateside.
[01:20]
B
Yep.
[01:21]
C
And now we get this piece of news.
[01:23]
B
Yes. Okay, so Sephora is officially teaming up with Olive Young to bring more K Beauty into its stores and online. Starting fall 2026, Sephora will launch dedicated Olive Young curated zones at around 650 locations across the US and Canada, with a broader global rollout to markets like Hong Kong, southeast Asia, the UK, Middle east and Australia planned in 2027. So these spaces are going to feature a curated assortment of popular and trend driven Korean beauty and wellness products selected by all of Young's merchandising team. And it's going to give Sephora customers easier access to to the latest K Beauty innovations without needing to import them, buy them from these, you know, third party stores where we're like, are we even getting the real thing? Or, you know, flying to Seoul yourself and shopping at Olive Young. This is huge, huge news.
[02:13]
C
I mean, absolutely massive. I did question what was going on though, because I'm like, Olive Young has been making a huge impression, at least on LA editors, that hey, we are about to open in, in Los Angeles. There's going to be what, a Pasadena location and then one at Century City Mall.
[02:29]
B
Yes. So I think the first one that's going to open is the one in Pasadena and then the flagship store is going to be in Century City.
[02:37]
C
So initially I thought to myself, is this not cannibalizing their larger footprint they're hoping to make here in the U.S. however, once I sat down with it and then really looked into more of the details, I think this is a smart strategy. The US consumer, especially the mass market, is not familiar with all of Young. They have no idea what those words mean in, in terms of retail, in terms of beauty, in terms of K Beauty. They need an entry point to be like, okay, I know that all of Young. That section in Sephora is all K Beauty. It's. I can trust it. Sephora carries it. So I not know it's not coming from a place of counterfeits or some, you know, random website. And then that I think eventually, because this partnership is likely not going to last forever, then I think that partnership will ultimately help all of Young to increase. Yes. Name awareness, brand awareness. We talk about this all the time when it comes to influencers and brands. And I'm like, why did this brand activate in this way? That person is so random. And it's like, no, the KPI was brand awareness for a certain group of people and that person's audience is a certain group of people.
[03:43]
B
Totally.
[03:44]
C
So in this case, I think it makes the most sense. I don't think it's cannibalization. They're going to be in a variety, variety of Sephoras across the world as well. Sephora has been really focusing on its international footprint too. So I think that this just strengthens it.
[03:58]
B
Yeah. I wonder how it's gonna look online.
[04:02]
C
Maybe it'll have its own tab.
[04:03]
B
Yeah.
[04:03]
C
You know, I know they have like the K beauty trends where they're like, check this, like K Beauty innovation or whatever. But now I think that you'll probably go to the site and they're similar to walking into a store and they'll be the K Beauty all of Young corner.
[04:16]
B
Yeah. And.
[04:17]
C
But I also wonder if there will be brands that Sephora has brought in store that are K Beauty.
[04:22]
B
Yeah.
[04:22]
C
But are not sold at Olive Young.
[04:24]
B
Totally. What are some of the big brands in K Beauty that are in Sephora right now?
[04:28]
C
Laneige.
[04:29]
B
Laneige being the biggest thing, I think.
[04:32]
A
Yeah.
[04:32]
B
Like how do they feel about this? Do they feel like this is a conflict perhaps? Or maybe really it is Olive Young bringing in maybe smaller, you know, well loved Korean brands and introducing them to the US I'm really curious what that assortment is going to look like.
[04:51]
C
Yeah, I don't know necessarily. I mean, I get your point of when you're a lineage, for example, and you were the biggest K Beauty brand out of Sephora with that name recognition and if you walk into a Sephora and say, I want something K Beauty or like, do you have anything like a sleeping mask? You're like, yeah, it's lineage. Yeah. But also I'm pretty sure all of Young carries lineage. So maybe it's just feeding each other. But also it's bringing in more competition.
[05:18]
B
Right.
[05:18]
C
It's kind of like when we were like, how are Road and Rare Beauty going to compete? And granted this is a very. That's a different situation.
[05:26]
B
Right.
[05:26]
C
And we now know Road went skincare Rare said, oh also we're opening up in Ultas so there's room for everybody. But I'm also curious what's getting the boot at Sephora? Because what this is 650 stores. Not every single store, Right?
[05:44]
B
Not every single store.
[05:45]
C
But I have always wanted to ask the merchandisers at Sephora, how are they deciding? I guess it truly has to be sales and demand. Like if you're not meeting this, there are some brands that I'm like, oh, that brand is no longer at Sephora. No.
[05:59]
B
And I feel like we are seeing that a lot more brands of friends of ours, brands that we've always seen at Sephora. Once this enters, it's good. There are going who is not performing the boot strong enough. I'm curious if this is exciting to our listeners, like if they have been curious about K Beauty, you know, if this is something where they're like, oh my gosh, great, I've always wanted to shop at Olive Young. This is going to be my way. Or I also would love to know where they're shopping for K Beauty right now. Like are you going to Ulta? Are you going on Amazon and TikTok shop? Like, where are you finding your K Beauty products?
[06:33]
C
Yeah. Ulta Beauty's marketplace online. Yeah, very interesting. I mean basically the too long didn't listen to that. Is K Beauty is this is like the third gen way of K Beauty.
[06:43]
A
Yeah.
[06:43]
C
Like we thought it was huge in 2016 or whatever.
[06:46]
B
Now it's coming for us like even more.
[06:48]
C
We will not see. I mean so many brands are now just picking up on K Beauty and like incorporating it into their brand with really no like clear connection. Except that it's innovation that they made.
[06:59]
B
Exactly.
[07:00]
C
Okay, this is sad news. We have another brand closure too. Actually they're owned by the same company. So Cover FX and Mali Beauty, they're both officially shuttering. Both of them posted different yet identical statements on their respective pages. Cover fx, an iconic complexion focused makeup brand. I mean this brand has been around what seems like forever. It shut down after 25 years in the beauty industry. People loved it because of the Power Play foundation and the custom cover drops. Those Enhancer drops to the highlight. Like, people were bonkers about those in the Instagram makeup era. And I actually went to Temptalia recently. Yeah. Because I was just looking up cover after FX to see, you know, what was going on. And one of her pages, the Hover FX page, popped up, and I clicked it, and she said, for skin care and for makeup, it had an average of a 94% approval rating. People loved this brand. Yeah. And so I had a follower. I say had because she doesn't follow me anymore. I since found. I don't know, I probably said something that pissed somebody off, but she. She was following me for a while and she was constantly DMing me saying, what is going on with COVID FX? This was last year, 2025. She would say, you know, the brand is heavily discounted 80%. And I'm like, 80%. And. But it was, like, the reason why I didn't really take stock in it. And I wasn't like, hey, guys, what's going on with COVID fx? It was because, like, nobody was talking about COVID fx. And I think that's kind of the point of we're, you know, when these closures happen, it's like, why? Yeah. In the industry now, you can have beloved products that have been around for 25 years that actually work, but if people aren't discussing them.
[08:51]
B
Yeah.
[08:51]
C
Then there's no way for you to grow at this point. Modern retail reported in 2024 that there was an 800% increase in sales after the brand did a refresh. It was newly acquired. And during that refresh, they promoted this campaign, I believe it was with Paris Jackson, where it was all about covering up your hickeys. And then there was a story later that said, like, in the three months of that campaign transpiring in 2024, after the brand refresh, after that campaign, the sales had increased by 800% and matched its Black Friday revenue. In my head, I'm like, those are great numbers, but how low were your sales for them to begin with? 800%. Yep. You know what I mean?
[09:36]
B
Yeah.
[09:36]
C
So I think the writing was kind of on the wall for a while now.
[09:39]
B
Yeah.
[09:40]
C
In the brand statement, it says that the tariffs and the changing landscape are the reason why they were closing. They also basically were just like, you can message us, but like, no one's monitoring this account now. So by which sucks. It's just. It's really sad. But the product is still available, so if you do love these products, go shop them. Stock up on Cover FX.com on Amazon I believe is another one. And then. Did you know Mally Roncal?
[10:03]
B
I did. I mean, I do know her. I follow her. She's an icon.
[10:06]
C
Yes. And she's so, so lovely. And I used a lot of her products at the beginning of my career. She was one of the first makeup artists with the brand that I ever met, and she's truly an institution. She's done so much for the beauty community. Her brand was also acquired by the same company that acquired Cover fx, and they released a statement as well, saying that their brand was winding down, which is a total bummer. I wish Mali the best. She truly is fabulous. She made some really, really great products.
[10:34]
B
I mean, I think everyone in, like, beauty, if. If, you know, you know, sort of thing, like, she, like you said, is such an icon, but I hadn't heard about anyone using her products, and probably the last, like, five to 10 years, you know, kind of similar to. To cover FX. I mean, it's just.
[10:52]
C
Yeah.
[10:53]
B
If, like, people aren't actively talking about it, shopping for it, like, how can the brand survive? Even if it is really. It's a huge bummer.
[11:03]
C
It is. We find no pleasure in announcing brand closures at all, so. All right, hard left turn. Did you see the Sephora category on Jeopardy?
[11:14]
B
Was that sponsored.
[11:15]
C
I would love to know.
[11:16]
B
I feel like it had to be. But there was no disclosure. So then maybe it wasn't.
[11:21]
C
But we always talk about how there's literally no disclosure on TV unless it's obviously a commercial, which is, like, very obvious disclosure. So if anybody knows. It was a very smart. Yeah, it was a very smart integration genius. Because the women were womening. We were like. Like, there was a question about an eyelash curler, and it said, you know, if only I could find it.
[11:45]
B
Yeah.
[11:45]
C
And the answer was Shiseidos. No.
[11:48]
B
Wasn't it Shuamura? Or was it Shiseido?
[11:50]
C
Okay, it was Shiseido. I was like, I think this is actually Shu Umara.
[11:54]
B
Oh.
[11:55]
C
Because Shu Umara is really hard to find because they don't carry it in the US but then people were like, yeah, but there's not a Shiseido section at most Sephora's anymore. Those eyelash curlers are in the Beauty on the Go section. And so if you want to find it there, you typically have to find it in Beauty on the Go, if they even have it.
[12:15]
B
Oh, God.
[12:16]
C
Because the Shiseido one is the one that you can get here.
[12:18]
B
Yeah. Yeah.
[12:19]
C
When I went to Singapore. Yeah. And that Sephora had the sh up on my Shoe Umura. Cuz every makeup artist told me shu is the best one.
[12:27]
B
Yeah.
[12:27]
C
So I was schooled a little bit on that, but I still believe it should have been Sho Umura. But the responses were so. I was just like, I am. I would kill.
[12:37]
B
I would kill.
[12:37]
C
At this point, I was like, wow.
[12:38]
B
I finally feel really, really smart on Jeopardy.
[12:40]
C
They did great.
[12:41]
B
They did pretty good though, I have to say.
[12:43]
C
Like, do a category on Sephora. Do a category on the Muppets. Do a category on boy bands. I will be the most rich and intelligent one there. We love that for us.
[12:55]
B
Love that.
[12:55]
C
So, Sarah.
[12:56]
B
Okay, let's go.
[12:57]
C
Welcome to Beauty Quiz Show.
[12:58]
B
Oh, my God, I'm nervous.
[13:00]
C
Pick a category.
[13:01]
B
Okay.
[13:02]
C
Trends, sunscreen, makeup creators, or hair.
[13:08]
B
Ooh. Okay, let's start with makeup.
[13:11]
C
Okay.
[13:12]
B
I'm so nervous.
[13:13]
C
Although this invention is often duped, its name is synonymous with makeup application.
[13:19]
B
The beauty blender. Yes.
[13:22]
C
Love. Okay. Pick another category.
[13:25]
A
Creators.
[13:25]
C
In the words of this popular beauty creator, Back to the lab. It's Gloria. She's always telling those brands. Back to the lab. She swipes a color that is nowhere near her skin tone. We love her.
[13:47]
B
She says it a lot.
[13:48]
C
She says, back to the lab. And she's been getting those brands. Back to the lab, baby. Okay, okay. Next.
[13:53]
B
Sunscreen.
[13:54]
C
Everyone says this brand is a holy grail of sun protection. There's a version now available at Sephora, but if you want the OG version, just make sure you're not getting a counterfeit.
[14:04]
B
Beauty of Joseon.
[14:05]
C
Yes.
[14:06]
B
Thank you.
[14:07]
C
Did you like that one? I. I really tried on that one.
[14:09]
B
These are very well written. You could definitely work for Jeopardy.
[14:12]
C
Call me. Okay. We have trends. We have makeup. A couple more makeup.
[14:18]
B
Okay.
[14:18]
C
And hair trends. I've applied my lip stain, got my Botox and picosure laser planned for the next three months. This helps me to do less work in my daily beauty routine, even though it takes a lot of planning.
[14:36]
B
Oh, okay. So this is like an overall trend. Is it the high maintenance to be low maintenance?
[14:44]
C
I was like, she's not gonna get this one because we always forget what it is. But we just have you on that one. I'll try to stop you on that one.
[14:52]
B
Okay. Okay, okay.
[14:54]
C
Okay. Hair or makeup? Okay, hair.
[14:58]
B
These are great.
[15:00]
C
A style seen on popular influencers that lean, effortless, and quote unquote clean. And also, stranger things, a pixie cut. No, but I understand why you said that.
[15:13]
B
Yeah.
[15:13]
C
Slick back bun in the latest season. Yeah. 11 has a slick back.
[15:19]
B
Oh, okay. Okay, okay.
[15:21]
C
Yes. I'm so sorry.
[15:22]
B
No, it's okay. That was a good one.
[15:23]
C
Okay. And let's do the last two. Is there last two?
[15:27]
B
I wish.
[15:28]
C
There's one more makeup. There's one more makeup.
[15:29]
B
I'm going to quiz you next time.
[15:31]
C
Yes. Okay. A lip shade that's so viral. It was recreated by the original formulator and the brand brought back an OG version of it. Black Honey. Clinique.
[15:43]
B
No.
[15:44]
C
Mm.
[15:46]
B
That kind of works.
[15:47]
C
It kind of does not.
[15:49]
B
What you.
[15:49]
C
There's one part of this that is incorrect, so it's not Clinique.
[15:52]
B
Okay. Was it Mac?
[15:55]
C
Yes.
[15:56]
B
Is it Mac? And it's. It's gonna beep on me because I can't remember the name of that stuff.
[16:03]
C
Ma Spice. Yes, Spice. So Vic Casal. Yes. Famously the formulator of Mac Cosmetics back in the day, created Mac Spice. He saved all of his notes and he created.
[16:15]
B
Even showed us. He showed us the notes.
[16:17]
C
90, which was essentially the best dupe ever of the original shade. And with people losing their minds over how the current iteration of Max Spice looks. It looks more warm and orange. Mac released OG Spice as the original. Yep.
[16:35]
B
Which is.
[16:36]
A
Yeah.
[16:37]
B
Which they're admitting to. That they changed it.
[16:39]
C
Yes.
[16:39]
B
Last one.
[16:40]
C
That's it. No, that was it. Oh, my God. Oh, wait.
[16:42]
B
That was so good. Okay. I got a couple wrong. Sorry. Gloria. And to Vic and Sarah Hinskull.
[16:49]
C
But it's okay. It's okay. You. You did great. You did great. You would have accumulated a lot of money from that. I mean, that's something we should continue to do.
[16:57]
B
We should. It was. That was very good.
[16:59]
C
Beauty Co.
[17:01]
B
I want us to do the real version, though. Like, I want us.
[17:04]
C
Literally. That would be so fun.
[17:06]
B
Yes.
[17:07]
C
I talked about this, though. Going on a TV show, I would be so nervous. Like Traders. I love watching Traders and I feel like I can kind of figure out where it's going. Yeah. If I were there, I would be peeing my pants. I would be so scared that I was going to be pinned as a traitor. Even if I wasn't, or if I was a traitor, that people were gonna know immediately. Cuz you could just read everything on my face.
[17:32]
B
If there was one game show that you could do, which one do you think you would do? And, like, do well?
[17:37]
C
Oh, damn. Definitely not Jeopardy. I mean, it would have to be pop culture Jeopardy. It would have to be. Yeah.
[17:42]
B
Like the celebrity Jeopardy that they do.
[17:44]
C
But like 90 on, like, nothing before 1990. Game shows are really hard because there's so much going on. And then at the same time, you have to.
[17:53]
B
Yeah.
[17:53]
C
Know your facts and remember things. Yeah.
[17:56]
B
I've always wanted to Price is Right. I think I would do well as someone who boosts the economy all the time and knowing the prices of things.
[18:05]
C
Yes, yes.
[18:06]
B
Like a washing machine. Like, I could do that. I also think, like, that show that was like, name that tune or whatever. I don't even know if it exists anymore.
[18:14]
C
Like, yes, they do it. Oh, do they?
[18:16]
B
Okay, I could do that one.
[18:17]
C
I could do that one. I can name that tune.
[18:19]
B
Yes.
[18:19]
C
And five notes. I could do that show the Filipina and you coming out.
[18:23]
B
Yeah, I really. I could. I could. Okay.
[18:25]
C
I'm trying to think. I would just love to do traders because I love, like, doing stupid, scary things and I would love to be a trader and, like, kill people. It'd be so fun. I feel like you could.
[18:33]
B
I feel like you'd be really good at Wheel of Fortune.
[18:35]
C
Oh, I would love Wheel of Fortune showing it.
[18:37]
B
Recently there was one that's, like going viral of these contestants that could not get it. There were literally like two spots left, two letters, and the man repeated the woman's answer and she got it wrong. And they're like, you just. And they couldn't get it. And I was like, what is going on? I think you. I think you do really well in Wheel of Fortune.
[18:58]
C
I think I would love Wheel of Fortune. That would be. I would love filling in the blanks. Also, it's my favorite when they say stuff that I'm like, why? Yeah, yeah. Like, that's. No, this is where. This is a family show. Get your mind out of the gutter. All right, guys, let us know. How many did you get playing beauty quiz show with us? And what do you think about all of young entering the US Market via Sephora? Keep us posted.
[19:35]
D
This episode is brought to you by Progressive Insurance. Fiscally responsible financial geniuses, monetary magicians. These are things people say about drivers who switch their car insurance to Progressive and save hundreds of. Because Progressive offers discounts for paying in full, owning a home and more. Plus, you can count on their great customer service to help you when you need it. So your dollar goes a long way. Visit progressive.com to see if you could save on car insurance, Progressive Casualty Insurance Company and affiliates. Potential savings will vary. Not available in all states or situations.

Summary6 min read

Gloss Angeles Podcast Summary

Episode Title: Sephora Teams Up With Olive Young: What This Means for K-Beauty in the U.S.
Release Date: January 27, 2026
Hosts: Kirbie Johnson and Sara Tan

Episode Overview

Kirbie and Sara delve into the major beauty industry news: Sephora’s upcoming partnership with Olive Young, Korea’s leading beauty retailer, to launch curated K-Beauty zones in North America. They explore how this move could reshape the accessibility, perception, and competition of K-Beauty in the U.S. market. The episode also touches on some significant brand closures in the industry, analyzes retail strategies, and ends with a lighthearted “Beauty Quiz Show.”

Key Discussion Points & Insights

1. Sephora x Olive Young: What’s Happening?

Major Announcement:
- Sephora will launch dedicated Olive Young zones in ~650 stores across the U.S. and Canada starting Fall 2026.
- Broader global rollout is planned for 2027, including Hong Kong, Southeast Asia, the UK, Middle East, and Australia.
- These zones will showcase curated Korean beauty and wellness products, directly selected by Olive Young’s team.
- Products will be accessible both in-store and online at Sephora.
- This cuts out the need for direct importing or risk of counterfeits.

“It’s going to give Sephora customers easier access to the latest K-Beauty innovations without needing to import them, buy from these third party stores…or flying to Seoul yourself and shopping at Olive Young. This is huge, huge news.”
— Kirbie (02:02)

2. Strategy: Why This Move Makes Sense

Brand Awareness:
- Olive Young, while famous in Korea, is still unknown to the general U.S. consumer.
- The Sephora partnership serves as a brand awareness driver and an “entry point” for mass market K-Beauty newcomers.

“The US consumer, especially the mass market, is not familiar with Olive Young. They need an entry point…That section in Sephora is all K-Beauty. I can trust it.”
— Sara (02:36)

Synergy, Not Cannibalization:
- Despite plans for standalone Olive Young stores in L.A. (Pasadena and Century City), Sara believes partnership will only build excitement and trust instead of competing detrimentally.
Boosting Sephora’s International Appeal:
- The move aligns with Sephora’s ongoing push to grow its international presence.

3. Implications: K-Beauty’s Evolution and U.S. Retail

Assortment Questions:
- Hosts wonder how Sephora will handle overlap with existing K-Beauty brands (e.g., Laneige) already stocked.
- Opportunity for smaller, cult-favorite Korean brands to break into the market.
- Curiosity over how much shelf space existing brands will lose to make way for Olive Young’s launches.

“I’m also curious what’s getting the boot at Sephora… Brands that we’ve always seen at Sephora…once this enters, who is not performing?”
— Kirbie (05:26)

Consumer Shopping Habits:
- Hosts engage the audience for thoughts on their current K-Beauty shopping methods—Ulta, Amazon, TikTok Shop, etc.
K-Beauty’s Next Wave:
- Acknowledgment that this represents a “third-generation” K-Beauty boom in the U.S.

“We thought it was huge in 2016… now it’s coming for us even more.”
— Sara (06:45)

4. Industry News: Brand Closures

Cover FX and Mali Beauty Shut Down
- Both owned by the same parent company, both have now shuttered business.
- Cover FX, an iconic complexion brand, survived 25 years but faltered due to lagging buzz—even after a sales spike post-refresh.
- Consumer engagement and conversation are key to brand survival, regardless of product quality.

“You can have beloved products that have been around 25 years that actually work, but if people aren’t discussing them, there’s no way for you to grow at this point.”
— Sara (08:49)

Mally Beauty:
- Mally Roncal, an industry staple and one of the first celebrity makeup artists with a brand, is described as an “icon” whose product use faded from discussion in recent years.

Notable Quotes & Memorable Moments

On the Importance of Conversation:

“If people aren’t actively talking about it, shopping for it, how can the brand survive—even if it is really good? It’s a huge bummer.”
— Kirbie (10:52)
On Shelf Real Estate:

“I have always wanted to ask the merchandisers at Sephora, how are they deciding? … There are some brands that I’m like, oh, that brand is no longer at Sephora.”
— Sara (05:45)
On K-Beauty’s Cultural Penetration:

“So many brands are now just picking up on K-Beauty and incorporating it into their brand with really no clear connection except that it’s innovation that they made.”
— Sara (06:48)

Fun & Lighthearted Segments

Jeopardy and Beauty Quiz Show (11:13–18:09)

Sephora Becomes a Jeopardy Category:
- The hosts discuss seeing a Sephora-themed category on Jeopardy and debate whether it was sponsored (11:13).
- Sara and Kirbie fantasize about dominating pop-culture categories on game shows.
Gloss Angeles “Beauty Quiz Show”: (12:55–17:00)
- The hosts quiz each other with clever beauty questions pulled from headlines and viral trends.
- Example Q&A:
  - Q: “Although this invention is often duped, its name is synonymous with makeup application.”
    — A: “Beauty Blender.” (13:18)
  - Q: “Everyone says this brand is a holy grail of sun protection...make sure you’re not getting a counterfeit.”
    — A: “Beauty of Joseon.” (14:03)
  - Q: “A lip shade that’s so viral, it was recreated by the original formulator…”
    — A: “MAC Spice.” (15:55–16:14)
Game Show Talk:
- The hosts share which game shows they’d crush (Wheel of Fortune, Price is Right, Name That Tune, Traders).

Timestamps for Important Segments

| Timestamp | Segment/Topic | |---------------|-----------------------------------------------------------------------| | 00:55 | K-Beauty “takeover” and Olive Young’s U.S. entry | | 01:22 | Sephora x Olive Young partnership announcement and details | | 02:36 | Sara’s analysis on the strategy/not cannibalizing retail presence | | 03:43 | Sephora’s evolving product assortment and potential brand impact | | 06:32 | Consumer buying habits for K-Beauty; third-generation K-Beauty wave | | 07:00 | News: Cover FX and Mali Beauty close; why conversation matters | | 11:13 | Jeopardy “Sephora” category discussion; integration in pop culture | | 12:55 | Beauty Quiz Show — fun rapid-fire beauty knowledge game | | 17:31 | Hosts discuss their fantasy game show picks and viral game show clips | | 18:58 | Call for listener feedback on Olive Young/Sephora and quiz results |

Episode Tone & Style

Conversational and informed: Kirbie and Sara balance breaking news analysis with personal anecdotes and candid observations.
Playful and witty: The hosts inject humor into industry chatter and listener interactions, maintaining their trademark friendly banter.
Inclusive: Frequent invitations for listeners to share their opinions and experiences.

Listener Takeaway

Huge new access point for K-Beauty is coming to North America via Sephora and Olive Young, which could transform consumer habits and the competitive retail landscape.
Brand awareness and ongoing buzz are as vital to a brand’s survival as product performance.
The evolution and mainstreaming of K-Beauty continues to reshape beauty shopping in the West.
The hosts love pop culture and want you to test your beauty knowledge along with them.

Memorable Listener Prompt

“Let us know: How many did you get playing Beauty Quiz Show with us? And what do you think about Olive Young entering the US market via Sephora? Keep us posted.”
— Kirbie (18:58)

End of Summary

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Transcript166 lines

[00:00]
A
This is Paige desorbo from Gigli Squad. Boost Mobile gives you the same network coverage, speed and service you're used to, just at a more affordable price. Why pay more if you don't have to? Offering reliable nationwide coverage backed by a 30 day money back guarantee. Love your service or get your money back, no questions asked. Visit your nearest Boost Mobile store or head to boostmobile.com to learn more. After 30 gigabytes, customers may experience slower speeds. Customers who cancel within 30 days of activation will have Boost service fees referred to activation fees if applicable, and phone payments will not be refunded.
[00:47]
B
Hi kirby.
[00:48]
C
Hi sarah. Welcome to los angeles.
[00:56]
B
The K Beauty takeover continues.
[00:59]
C
It's a fight between Sephora and Ulta, who and Amazon do all of these K Beauty brands. We had Ulta with their K Beauty Marketplace. We've started to see more brands. Enter Sephora, all of Young, the hugest beauty retailer in Korea, is going to make a footprint here in Los Angeles. First time stateside.
[01:20]
B
Yep.
[01:21]
C
And now we get this piece of news.
[01:23]
B
Yes. Okay, so Sephora is officially teaming up with Olive Young to bring more K Beauty into its stores and online. Starting fall 2026, Sephora will launch dedicated Olive Young curated zones at around 650 locations across the US and Canada, with a broader global rollout to markets like Hong Kong, southeast Asia, the UK, Middle east and Australia planned in 2027. So these spaces are going to feature a curated assortment of popular and trend driven Korean beauty and wellness products selected by all of Young's merchandising team. And it's going to give Sephora customers easier access to to the latest K Beauty innovations without needing to import them, buy them from these, you know, third party stores where we're like, are we even getting the real thing? Or, you know, flying to Seoul yourself and shopping at Olive Young. This is huge, huge news.
[02:13]
C
I mean, absolutely massive. I did question what was going on though, because I'm like, Olive Young has been making a huge impression, at least on LA editors, that hey, we are about to open in, in Los Angeles. There's going to be what, a Pasadena location and then one at Century City Mall.
[02:29]
B
Yes. So I think the first one that's going to open is the one in Pasadena and then the flagship store is going to be in Century City.
[02:37]
C
So initially I thought to myself, is this not cannibalizing their larger footprint they're hoping to make here in the U.S. however, once I sat down with it and then really looked into more of the details, I think this is a smart strategy. The US consumer, especially the mass market, is not familiar with all of Young. They have no idea what those words mean in, in terms of retail, in terms of beauty, in terms of K Beauty. They need an entry point to be like, okay, I know that all of Young. That section in Sephora is all K Beauty. It's. I can trust it. Sephora carries it. So I not know it's not coming from a place of counterfeits or some, you know, random website. And then that I think eventually, because this partnership is likely not going to last forever, then I think that partnership will ultimately help all of Young to increase. Yes. Name awareness, brand awareness. We talk about this all the time when it comes to influencers and brands. And I'm like, why did this brand activate in this way? That person is so random. And it's like, no, the KPI was brand awareness for a certain group of people and that person's audience is a certain group of people.
[03:43]
B
Totally.
[03:44]
C
So in this case, I think it makes the most sense. I don't think it's cannibalization. They're going to be in a variety, variety of Sephoras across the world as well. Sephora has been really focusing on its international footprint too. So I think that this just strengthens it.
[03:58]
B
Yeah. I wonder how it's gonna look online.
[04:02]
C
Maybe it'll have its own tab.
[04:03]
B
Yeah.
[04:03]
C
You know, I know they have like the K beauty trends where they're like, check this, like K Beauty innovation or whatever. But now I think that you'll probably go to the site and they're similar to walking into a store and they'll be the K Beauty all of Young corner.
[04:16]
B
Yeah. And.
[04:17]
C
But I also wonder if there will be brands that Sephora has brought in store that are K Beauty.
[04:22]
B
Yeah.
[04:22]
C
But are not sold at Olive Young.
[04:24]
B
Totally. What are some of the big brands in K Beauty that are in Sephora right now?
[04:28]
C
Laneige.
[04:29]
B
Laneige being the biggest thing, I think.
[04:32]
A
Yeah.
[04:32]
B
Like how do they feel about this? Do they feel like this is a conflict perhaps? Or maybe really it is Olive Young bringing in maybe smaller, you know, well loved Korean brands and introducing them to the US I'm really curious what that assortment is going to look like.
[04:51]
C
Yeah, I don't know necessarily. I mean, I get your point of when you're a lineage, for example, and you were the biggest K Beauty brand out of Sephora with that name recognition and if you walk into a Sephora and say, I want something K Beauty or like, do you have anything like a sleeping mask? You're like, yeah, it's lineage. Yeah. But also I'm pretty sure all of Young carries lineage. So maybe it's just feeding each other. But also it's bringing in more competition.
[05:18]
B
Right.
[05:18]
C
It's kind of like when we were like, how are Road and Rare Beauty going to compete? And granted this is a very. That's a different situation.
[05:26]
B
Right.
[05:26]
C
And we now know Road went skincare Rare said, oh also we're opening up in Ultas so there's room for everybody. But I'm also curious what's getting the boot at Sephora? Because what this is 650 stores. Not every single store, Right?
[05:44]
B
Not every single store.
[05:45]
C
But I have always wanted to ask the merchandisers at Sephora, how are they deciding? I guess it truly has to be sales and demand. Like if you're not meeting this, there are some brands that I'm like, oh, that brand is no longer at Sephora. No.
[05:59]
B
And I feel like we are seeing that a lot more brands of friends of ours, brands that we've always seen at Sephora. Once this enters, it's good. There are going who is not performing the boot strong enough. I'm curious if this is exciting to our listeners, like if they have been curious about K Beauty, you know, if this is something where they're like, oh my gosh, great, I've always wanted to shop at Olive Young. This is going to be my way. Or I also would love to know where they're shopping for K Beauty right now. Like are you going to Ulta? Are you going on Amazon and TikTok shop? Like, where are you finding your K Beauty products?
[06:33]
C
Yeah. Ulta Beauty's marketplace online. Yeah, very interesting. I mean basically the too long didn't listen to that. Is K Beauty is this is like the third gen way of K Beauty.
[06:43]
A
Yeah.
[06:43]
C
Like we thought it was huge in 2016 or whatever.
[06:46]
B
Now it's coming for us like even more.
[06:48]
C
We will not see. I mean so many brands are now just picking up on K Beauty and like incorporating it into their brand with really no like clear connection. Except that it's innovation that they made.
[06:59]
B
Exactly.
[07:00]
C
Okay, this is sad news. We have another brand closure too. Actually they're owned by the same company. So Cover FX and Mali Beauty, they're both officially shuttering. Both of them posted different yet identical statements on their respective pages. Cover fx, an iconic complexion focused makeup brand. I mean this brand has been around what seems like forever. It shut down after 25 years in the beauty industry. People loved it because of the Power Play foundation and the custom cover drops. Those Enhancer drops to the highlight. Like, people were bonkers about those in the Instagram makeup era. And I actually went to Temptalia recently. Yeah. Because I was just looking up cover after FX to see, you know, what was going on. And one of her pages, the Hover FX page, popped up, and I clicked it, and she said, for skin care and for makeup, it had an average of a 94% approval rating. People loved this brand. Yeah. And so I had a follower. I say had because she doesn't follow me anymore. I since found. I don't know, I probably said something that pissed somebody off, but she. She was following me for a while and she was constantly DMing me saying, what is going on with COVID FX? This was last year, 2025. She would say, you know, the brand is heavily discounted 80%. And I'm like, 80%. And. But it was, like, the reason why I didn't really take stock in it. And I wasn't like, hey, guys, what's going on with COVID fx? It was because, like, nobody was talking about COVID fx. And I think that's kind of the point of we're, you know, when these closures happen, it's like, why? Yeah. In the industry now, you can have beloved products that have been around for 25 years that actually work, but if people aren't discussing them.
[08:51]
B
Yeah.
[08:51]
C
Then there's no way for you to grow at this point. Modern retail reported in 2024 that there was an 800% increase in sales after the brand did a refresh. It was newly acquired. And during that refresh, they promoted this campaign, I believe it was with Paris Jackson, where it was all about covering up your hickeys. And then there was a story later that said, like, in the three months of that campaign transpiring in 2024, after the brand refresh, after that campaign, the sales had increased by 800% and matched its Black Friday revenue. In my head, I'm like, those are great numbers, but how low were your sales for them to begin with? 800%. Yep. You know what I mean?
[09:36]
B
Yeah.
[09:36]
C
So I think the writing was kind of on the wall for a while now.
[09:39]
B
Yeah.
[09:40]
C
In the brand statement, it says that the tariffs and the changing landscape are the reason why they were closing. They also basically were just like, you can message us, but like, no one's monitoring this account now. So by which sucks. It's just. It's really sad. But the product is still available, so if you do love these products, go shop them. Stock up on Cover FX.com on Amazon I believe is another one. And then. Did you know Mally Roncal?
[10:03]
B
I did. I mean, I do know her. I follow her. She's an icon.
[10:06]
C
Yes. And she's so, so lovely. And I used a lot of her products at the beginning of my career. She was one of the first makeup artists with the brand that I ever met, and she's truly an institution. She's done so much for the beauty community. Her brand was also acquired by the same company that acquired Cover fx, and they released a statement as well, saying that their brand was winding down, which is a total bummer. I wish Mali the best. She truly is fabulous. She made some really, really great products.
[10:34]
B
I mean, I think everyone in, like, beauty, if. If, you know, you know, sort of thing, like, she, like you said, is such an icon, but I hadn't heard about anyone using her products, and probably the last, like, five to 10 years, you know, kind of similar to. To cover FX. I mean, it's just.
[10:52]
C
Yeah.
[10:53]
B
If, like, people aren't actively talking about it, shopping for it, like, how can the brand survive? Even if it is really. It's a huge bummer.
[11:03]
C
It is. We find no pleasure in announcing brand closures at all, so. All right, hard left turn. Did you see the Sephora category on Jeopardy?
[11:14]
B
Was that sponsored.
[11:15]
C
I would love to know.
[11:16]
B
I feel like it had to be. But there was no disclosure. So then maybe it wasn't.
[11:21]
C
But we always talk about how there's literally no disclosure on TV unless it's obviously a commercial, which is, like, very obvious disclosure. So if anybody knows. It was a very smart. Yeah, it was a very smart integration genius. Because the women were womening. We were like. Like, there was a question about an eyelash curler, and it said, you know, if only I could find it.
[11:45]
B
Yeah.
[11:45]
C
And the answer was Shiseidos. No.
[11:48]
B
Wasn't it Shuamura? Or was it Shiseido?
[11:50]
C
Okay, it was Shiseido. I was like, I think this is actually Shu Umara.
[11:54]
B
Oh.
[11:55]
C
Because Shu Umara is really hard to find because they don't carry it in the US but then people were like, yeah, but there's not a Shiseido section at most Sephora's anymore. Those eyelash curlers are in the Beauty on the Go section. And so if you want to find it there, you typically have to find it in Beauty on the Go, if they even have it.
[12:15]
B
Oh, God.
[12:16]
C
Because the Shiseido one is the one that you can get here.
[12:18]
B
Yeah. Yeah.
[12:19]
C
When I went to Singapore. Yeah. And that Sephora had the sh up on my Shoe Umura. Cuz every makeup artist told me shu is the best one.
[12:27]
B
Yeah.
[12:27]
C
So I was schooled a little bit on that, but I still believe it should have been Sho Umura. But the responses were so. I was just like, I am. I would kill.
[12:37]
B
I would kill.
[12:37]
C
At this point, I was like, wow.
[12:38]
B
I finally feel really, really smart on Jeopardy.
[12:40]
C
They did great.
[12:41]
B
They did pretty good though, I have to say.
[12:43]
C
Like, do a category on Sephora. Do a category on the Muppets. Do a category on boy bands. I will be the most rich and intelligent one there. We love that for us.
[12:55]
B
Love that.
[12:55]
C
So, Sarah.
[12:56]
B
Okay, let's go.
[12:57]
C
Welcome to Beauty Quiz Show.
[12:58]
B
Oh, my God, I'm nervous.
[13:00]
C
Pick a category.
[13:01]
B
Okay.
[13:02]
C
Trends, sunscreen, makeup creators, or hair.
[13:08]
B
Ooh. Okay, let's start with makeup.
[13:11]
C
Okay.
[13:12]
B
I'm so nervous.
[13:13]
C
Although this invention is often duped, its name is synonymous with makeup application.
[13:19]
B
The beauty blender. Yes.
[13:22]
C
Love. Okay. Pick another category.
[13:25]
A
Creators.
[13:25]
C
In the words of this popular beauty creator, Back to the lab. It's Gloria. She's always telling those brands. Back to the lab. She swipes a color that is nowhere near her skin tone. We love her.
[13:47]
B
She says it a lot.
[13:48]
C
She says, back to the lab. And she's been getting those brands. Back to the lab, baby. Okay, okay. Next.
[13:53]
B
Sunscreen.
[13:54]
C
Everyone says this brand is a holy grail of sun protection. There's a version now available at Sephora, but if you want the OG version, just make sure you're not getting a counterfeit.
[14:04]
B
Beauty of Joseon.
[14:05]
C
Yes.
[14:06]
B
Thank you.
[14:07]
C
Did you like that one? I. I really tried on that one.
[14:09]
B
These are very well written. You could definitely work for Jeopardy.
[14:12]
C
Call me. Okay. We have trends. We have makeup. A couple more makeup.
[14:18]
B
Okay.
[14:18]
C
And hair trends. I've applied my lip stain, got my Botox and picosure laser planned for the next three months. This helps me to do less work in my daily beauty routine, even though it takes a lot of planning.
[14:36]
B
Oh, okay. So this is like an overall trend. Is it the high maintenance to be low maintenance?
[14:44]
C
I was like, she's not gonna get this one because we always forget what it is. But we just have you on that one. I'll try to stop you on that one.
[14:52]
B
Okay. Okay, okay.
[14:54]
C
Okay. Hair or makeup? Okay, hair.
[14:58]
B
These are great.
[15:00]
C
A style seen on popular influencers that lean, effortless, and quote unquote clean. And also, stranger things, a pixie cut. No, but I understand why you said that.
[15:13]
B
Yeah.
[15:13]
C
Slick back bun in the latest season. Yeah. 11 has a slick back.
[15:19]
B
Oh, okay. Okay, okay.
[15:21]
C
Yes. I'm so sorry.
[15:22]
B
No, it's okay. That was a good one.
[15:23]
C
Okay. And let's do the last two. Is there last two?
[15:27]
B
I wish.
[15:28]
C
There's one more makeup. There's one more makeup.
[15:29]
B
I'm going to quiz you next time.
[15:31]
C
Yes. Okay. A lip shade that's so viral. It was recreated by the original formulator and the brand brought back an OG version of it. Black Honey. Clinique.
[15:43]
B
No.
[15:44]
C
Mm.
[15:46]
B
That kind of works.
[15:47]
C
It kind of does not.
[15:49]
B
What you.
[15:49]
C
There's one part of this that is incorrect, so it's not Clinique.
[15:52]
B
Okay. Was it Mac?
[15:55]
C
Yes.
[15:56]
B
Is it Mac? And it's. It's gonna beep on me because I can't remember the name of that stuff.
[16:03]
C
Ma Spice. Yes, Spice. So Vic Casal. Yes. Famously the formulator of Mac Cosmetics back in the day, created Mac Spice. He saved all of his notes and he created.
[16:15]
B
Even showed us. He showed us the notes.
[16:17]
C
90, which was essentially the best dupe ever of the original shade. And with people losing their minds over how the current iteration of Max Spice looks. It looks more warm and orange. Mac released OG Spice as the original. Yep.
[16:35]
B
Which is.
[16:36]
A
Yeah.
[16:37]
B
Which they're admitting to. That they changed it.
[16:39]
C
Yes.
[16:39]
B
Last one.
[16:40]
C
That's it. No, that was it. Oh, my God. Oh, wait.
[16:42]
B
That was so good. Okay. I got a couple wrong. Sorry. Gloria. And to Vic and Sarah Hinskull.
[16:49]
C
But it's okay. It's okay. You. You did great. You did great. You would have accumulated a lot of money from that. I mean, that's something we should continue to do.
[16:57]
B
We should. It was. That was very good.
[16:59]
C
Beauty Co.
[17:01]
B
I want us to do the real version, though. Like, I want us.
[17:04]
C
Literally. That would be so fun.
[17:06]
B
Yes.
[17:07]
C
I talked about this, though. Going on a TV show, I would be so nervous. Like Traders. I love watching Traders and I feel like I can kind of figure out where it's going. Yeah. If I were there, I would be peeing my pants. I would be so scared that I was going to be pinned as a traitor. Even if I wasn't, or if I was a traitor, that people were gonna know immediately. Cuz you could just read everything on my face.
[17:32]
B
If there was one game show that you could do, which one do you think you would do? And, like, do well?
[17:37]
C
Oh, damn. Definitely not Jeopardy. I mean, it would have to be pop culture Jeopardy. It would have to be. Yeah.
[17:42]
B
Like the celebrity Jeopardy that they do.
[17:44]
C
But like 90 on, like, nothing before 1990. Game shows are really hard because there's so much going on. And then at the same time, you have to.
[17:53]
B
Yeah.
[17:53]
C
Know your facts and remember things. Yeah.
[17:56]
B
I've always wanted to Price is Right. I think I would do well as someone who boosts the economy all the time and knowing the prices of things.
[18:05]
C
Yes, yes.
[18:06]
B
Like a washing machine. Like, I could do that. I also think, like, that show that was like, name that tune or whatever. I don't even know if it exists anymore.
[18:14]
C
Like, yes, they do it. Oh, do they?
[18:16]
B
Okay, I could do that one.
[18:17]
C
I could do that one. I can name that tune.
[18:19]
B
Yes.
[18:19]
C
And five notes. I could do that show the Filipina and you coming out.
[18:23]
B
Yeah, I really. I could. I could. Okay.
[18:25]
C
I'm trying to think. I would just love to do traders because I love, like, doing stupid, scary things and I would love to be a trader and, like, kill people. It'd be so fun. I feel like you could.
[18:33]
B
I feel like you'd be really good at Wheel of Fortune.
[18:35]
C
Oh, I would love Wheel of Fortune showing it.
[18:37]
B
Recently there was one that's, like going viral of these contestants that could not get it. There were literally like two spots left, two letters, and the man repeated the woman's answer and she got it wrong. And they're like, you just. And they couldn't get it. And I was like, what is going on? I think you. I think you do really well in Wheel of Fortune.
[18:58]
C
I think I would love Wheel of Fortune. That would be. I would love filling in the blanks. Also, it's my favorite when they say stuff that I'm like, why? Yeah, yeah. Like, that's. No, this is where. This is a family show. Get your mind out of the gutter. All right, guys, let us know. How many did you get playing beauty quiz show with us? And what do you think about all of young entering the US Market via Sephora? Keep us posted.
[19:35]
D
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