OLIVE YOUNG Brings K-Beauty Festival to Los Angeles for First U.S. Edition

OLIVE YOUNG is bringing its signature K-beauty festival stateside.

The Korean beauty and lifestyle retailer will debut OLIVE YOUNG FESTA LA 2026 from August 14–16 at the Los Angeles Convention Center, marking the first U.S. edition of its immersive beauty event. The festival will take place within the FESTIVAL GROUNDS at KCON LA 2026, giving fans a one-stop destination for Korean beauty, culture, food, entertainment and live programming.

Billed under the theme “THE K-BEAUTY PLAYGROUND FESTIVAL,” OLIVE YOUNG FESTA LA 2026 will feature 55 Korean beauty and lifestyle brands, interactive experiences, product sampling, personalized consultations and exclusive rewards.

The event arrives as OLIVE YOUNG continues to build its U.S. footprint following the recent openings of its first two American stores in Pasadena and Los Angeles.

Spanning roughly 50,000 square feet, the festival will be designed around four iconic Seoul neighborhoods: Seongsu, Gangnam, Hongdae and Myeongdong. Each zone will spotlight a different corner of Korean beauty culture, guiding visitors through skincare, makeup, personal care, hair and body products, wellness and lifestyle offerings.

The Seongsu zone will focus on trend-forward skincare, including suncare, sheet masks and indie beauty brands, with participating names such as Biodance, VT, Abib, Cell Fusion C, THOME and MEDIHEAL. Gangnam will lean into ingredient-focused and hydrating skincare, featuring brands including Arencia, manyo, Torriden, Wellage and Round Lab.

The Hongdae zone will bring a more playful, creative energy with makeup and personal care activations from Rom&nd, fwee, Colorgram, Laka and TIRTIR, while Myeongdong will spotlight hair, body and wellness trends from brands including UNOVE, LABO-H, Dr.FORHAIR, Teazen, Osulloc and Delight Project.

Beyond shopping and samples, the festival will offer personalized beauty services including SKIN SCAN, Personal Color Analysis and one-on-one consultations with OLIVE YOUNG’s K-Beauty Geniuses, helping visitors find routines and products tailored to their skin, style and preferences.

Fans can also check out the OLIVE YOUNG FESTA ♥ ALPHA DRIVE ONE Zone, an immersive area dedicated to ALPHA DRIVE ONE, the official muse of OLIVE YOUNG FESTA LA 2026. The space will feature member-selected K-beauty favorites and exclusive displays.

Exclusive perks will be available throughout the weekend. Visitors can receive a limited-edition FESTA Exclusive Tote at check-in while supplies last. Guests who complete the event’s Stamp Rally Reward by visiting OLIVE YOUNG zones and participating brand booths can earn a complimentary goodie bag featuring full-size K-beauty products valued at approximately $109, while supplies last.

Access to OLIVE YOUNG FESTA LA 2026 is included with KCON LA 2026 tickets that include FESTIVAL GROUNDS access. Tickets are available through the official KCON LA 2026 ticketing platform.

With beauty activations, exclusive products, personalized services and a major KCON tie-in, OLIVE YOUNG FESTA LA 2026 is shaping up to be a major stop for K-beauty fans looking to experience Seoul’s beauty culture without leaving Los Angeles.