A Green Breeze Blows in Color Cosmetics... Olive Young Expands 'Vegan Beauty'

Olive Young Vegan Beauty Icon.

[Asia Economy Reporter Jeon Jinyoung] Olive Young, which has led trends by introducing 'Clean Beauty' to the domestic cosmetics market, has selected 'Vegan Beauty' as a new strategic keyword to permeate the market.

CJ Olive Young (hereafter Olive Young) announced on the 14th that it will launch 'Olive Young Vegan Beauty' and expand the market in line with the 'Meaning Out' trend, which adds personal beliefs and values to consumption. The first category to focus on is color cosmetics.

Vegan cosmetics refer to products that do not use animal-derived ingredients during manufacturing and processing stages and are not tested on animals. While 'Clean Beauty,' which excludes potentially harmful ingredients, primarily focuses on the safety of cosmetics, 'Vegan' is characterized by focusing on ethical values beyond ingredients.

In particular, vegan cosmetics are gaining attention as the next driving force in the color cosmetics market. Since the COVID-19 pandemic, consumers have increasingly shown interest in brand philosophy and ethics, leading to a steady rise in demand for healthy and ethical cosmetics in color categories as well.

Olive Young defines 'Olive Young Vegan Beauty' as 'stylish value consumption that expresses myself.' It proposes vegan beauty as a makeup trend that allows individuals to express their diversity and personality, going beyond the practice of beliefs and values promoted by existing vegan cosmetics.

To this end, Olive Young selected products certified vegan by reputable domestic and international organizations such as the Korea Vegan Certification Institute, the UK Vegan Society, and the French Vegan Association, and grouped them under the 'Olive Young Vegan Beauty' brand. Olive Young created a unified Vegan Beauty icon that integrates the different certification marks issued by each organization to introduce ethical and sustainable brands and products, making it easy for customers to experience them.

The initially selected brands include ▲Amuse ▲Clio Vegan Wear ▲Dear Dahlia ▲Skin Food ▲Unleashia ▲Inglot ▲Dinto, among others. The selected products range widely from base makeup such as cushions and foundations to lip and eye makeup. Olive Young plans to continuously discover and nurture emerging brands and products that meet the criteria.

Along with this, Olive Young will carry out various activities to promote Olive Young Vegan Beauty. A dedicated page will be created on the official online mall, and vegan beauty will be introduced through two planned exhibitions within the year. Additionally, a Vegan Beauty Zone will be prepared at major stores such as Olive Young Myeongdong and Gangnam flagship stores within the first half of the year.

Campaigns in collaboration with major influencers will also be conducted. Videos and photo shoots themed around enjoying Olive Young Vegan Beauty will be produced with Minhyuk and Jooheon of the domestic idol group Monsta X, and Liz of IVE, and showcased on major online channels. Detailed information can be found on the Olive Young online mall and official Instagram channel.

An Olive Young representative said, “We plan to break the existing perception that veganism is complicated and difficult to practice by introducing 'Vegan Beauty' as a way to express oneself and actively nurture it as a breakthrough in the color cosmetics market. As a leading platform in the domestic beauty market, we will establish ethical and sustainable consumption in the market and exert a positive influence.”

This content was produced with the assistance of AI translation services.