Olive Young

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Analysts Morgan Stanley forecast K-beauty sales in the U.S. to reach $4 billion by 2026, driven by rising consumer demand

07/18/2026, 04:31 AM business forecast Analysts: analysts, Morgan Stanley consumer Olive Young Ulta Beauty Target

The rapid rise of Korean beauty products in the U.S. market, exemplified by Olive Young's successful store openings, indicates a significant shift in consumer preferences towards K-beauty, which could reshape the beauty retail landscape and impact major players in the sector.