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Retailer Olive Young's expansion mirrors K-beauty demand in US

South Korea cosmetics giant uses California as a launchpad for growth
Customers wait for their turn to enter Olive Young's new store at Westfield Century City in Los Angeles. (Brannon Boswell/CoStar)
Customers wait for their turn to enter Olive Young's new store at Westfield Century City in Los Angeles. (Brannon Boswell/CoStar)

For the past decade, a beauty trend from Korea has swept the United States in the form of face creams and other skin care products. The phenomenon, dubbed K-beauty, is moving from social media onto the shelves of national chains — and reshaping commercial real estate.

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