CJ Olive Young said on Tuesday it has signed a partnership with Sephora, the world's largest beauty distribution channel, and will move to expand the global reach of K-beauty.

Through the collaboration, Olive Young will introduce an Olive Young-curated 'K-beauty zone' on Sephora's online and offline channels. It plans to start in six regions including North America (the United States and Canada) and major Asian countries in the second half of this year, and later expand to Sephora stores worldwide including the Middle East, Britain and Australia.

Olive Young will serve as a 'K-beauty curator' by selecting promising small and indie brands proven in the domestic market and proposing them to Sephora. Olive Young will handle product selection, in-store display planning and marketing direction, while Sephora provides store space and takes charge of local distribution and sales.

The two companies plan to create synergy by combining Olive Young's marketing know-how with Sephora's global infrastructure. They will carry out integrated marketing to raise awareness across the wider K-beauty category beyond promoting individual brands, and will actively link efforts to Sephora-led pop-up events and CJ Group marketing assets such as KCON.

An Olive Young official said, "We will build a stable export ecosystem so that promising domestic brands can show their true value through major global channels."

Priya Venkatesh (프리야 벤카테시), Sephora's global chief merchandising officer (CMO), said, "Through our partnership with Olive Young, we will present the most talked-about K-beauty products to beauty fans around the world in an unrivalled way."