New Beauty Spot in Pasadena Sparks a Shopping Frenzy

The first U. S. outlet of the South Korean beauty chain Olive Young has opened in Pasadena, and people lined up for days to get inside. Shoppers crossed from Colorado Boulevard to Green Street, staying overnight on the sidewalk in blankets and folding chairs. The store offers a wide range of K‑beauty products that have become popular worldwide because of their smart ingredients and creative uses. Olive Young focuses on small, emerging brands instead of the big name labels, which gives it a fresh feel.Industry analysts predict that the K‑beauty market could reach about $38 billion worldwide by 2033. Customers who attended the opening praised the products for their quality and skin‑loving effects, with some even traveling from South Korea to buy them. Inside the shop, items are grouped into themed zones so shoppers can find what they need quickly, and free services like skin scans help personalize the experience. The retailer plans to open a second U. S. location in Century City in two weeks, followed by expansion on the East Coast.