Olive Young Dominates KCON LA 2025 With K‑Beauty Powerhouse Showcase

Marking its second year at KCON LA, Olive Young's 2025 activation doubled in size and scope compared to its 2024 debut. The booth served not only as a retail showcase but also as a brand accelerator, offering U.S. audiences early access to emerging Korean beauty trends.

In a statement to Korean media, Olive Young officials emphasized that the activation was part of the company's broader push to establish "direct-to-consumer" relationships with overseas shoppers.

Viral Standouts: Terez & Honor Captures Crowd Attention

Among the dozens of brands represented, Terez & Honor stood out for its product-specific momentum. The brand's Eyelash & Brow Enhancing Serum, already a top performer on Amazon and other U.S. platforms, was prominently featured in Olive Young's "Vegan & Functional" section.

According to Olive Young, demand for the serum has surged due to rising interest in minimalist, clean-ingredient beauty. Onsite, the brand offered live demonstrations and product sampling, with daily stock reportedly depleted before midday.

The serum—formulated with a proprietary peptide blend and sodium hyaluronate—has become a case study in social media–driven product success, particularly among Gen Z consumers.

Beauty World News readers may recall the February 2024 feature: "A Serum Expedition for Fuller Lashes and Brows," which praised Terez & Honor's Advanced Eyelash Growth Serum and Brow Enhancer for promoting longer, thicker lashes with ingredients like biotin, peptides, hyaluronic acid, and soothing botanicals.

Behind the brand is KPTOWN Inc., a Korea-based beauty specialist overseeing Terez & Honor's planning, development, and production. Co-operating with U.S.-based Dewycream Inc., the company has vertically integrated its operations—from product creation to content marketing—establishing itself as a next-generation K-beauty platform.

Terez & Honor's success at KCON LA 2025 is widely seen as a pivotal moment in its global expansion, with immersive product experiences and social media-savvy marketing earning both attention and consumer trust.

U.S. Sales Growing; Olive Young Plans More International Events

Industry analysts note that Olive Young's momentum in the U.S. market is accelerating, with the company reporting a 42% year-over-year increase in global DTC sales. Events like KCON LA are increasingly seen as key testing grounds for expansion beyond Korea, particularly in skincare and hybrid wellness products.

"Olive Young is positioning itself as the global curator of K-beauty," said Eun-Ji Park, a Seoul-based retail strategist. "What Sephora did for luxury European beauty in the 2000s, Olive Young is doing for Korean skincare now."

Following its success at KCON LA 2025, Olive Young is expected to appear at other international cultural expos and trade shows this fall, including events in Singapore and Toronto.

Originally published on beautyworldnews.com