CJ Olive Young, a South Korean health and beauty retail chain specializing in cosmetics, skincare, and wellness products, is accelerating its global expansion efforts, with a particular focus on the U.S.-the world’s largest beauty market.
On May 12, CJ Olive Young announced the launch of its private label “Bring Green” on Amazon in the United States, starting with the “Tea Tree Cica” sun care line. The move marks a major step in strengthening the company’s presence in North America, where K-beauty continues to gain traction.
The brand’s U.S. debut features two products: the Tea Tree Cica Facial Sun Cushion and the Tea Tree Cica Sunscreen. Both products are certified vegan by EVE VEGAN, a French organization that verifies cosmetic products according to strict vegan standards.
CJ Olive Young aims to position Bring Green as a leading K-beauty sun care brand by increasing its digital footprint among U.S. consumers. The company is actively cultivating Bring Green, along with its other private labels-Bio Heal Boh, Wake Make, and Colorgram-as global export brands. Its primary target markets are beauty-forward countries such as the U.S. and Japan.
The company plans to first build brand awareness through e-commerce platforms and later expand into offline retail channels. CJ Olive Young emphasized that entering Amazon will serve as a vital launchpad to become a No.1 global sun care brand representing K-beauty. It also plans to roll out new product lines and promotions to deepen engagement with consumers and deliver innovative products worldwide.
A Bring Green marketing representative commented, “Timed with peak summer season, we’re launching high-performance sun care products for North American customers. Starting with Amazon, we will gradually expand our U.S. distribution and strengthen our brand identity.”
In a broader move to establish a foothold in the U.S., CJ Olive Young has also set up a local subsidiary, CJ Olive Young USA, in Los Angeles, California. The company is currently preparing to open its first brick-and-mortar store, aiming to position the U.S. as a strategic base in its effort to become the leading global K-beauty platform.
