“I’d never miss a sister episode” - YouTube podcast reviewer
We’re back!!! Your favorite sisters are back on the HSR mics this week covering all of our 2026 predictions after sharing this TikTok video earlier this month! Katie and I filmed this episode in LA last week and it’s crazy to see my first prediction of Olive Young taking over coming true!! Comment your favorite 2026 predictions in the comments on YouTube! I’ll be responding ;)
Is Sephora losing its crown? How is Olive Young rewriting beauty retail? And should you really be using AI to plan your menstrual cycle - including when to date?
Creators are turning their knowledge into paid AI advisors. Mel Robbins is building a protein empire. Founders are publicly sharing revenue and fundraises. And GAP hiring a Chief Entertainment Officer may redefine how brands grow in 2026…
In this episode, Maggie and Katie break down their hottest 2026 predictions - so you can spot what’s next before everyone else does.
Maggie & Katie discuss:
Sephora vs Ulta vs Olive Young and the new beauty status symbol
Korea’s speed-to-shelf advantage and trend-first retail
Scheduling your business and dating life around your cycle (and using AI to do it)
The “everything shower” and why beauty admin is a mental health reset
Paid AI advisors, AI therapy, and the creator IP problem
Why “human verified” will beat the blue check
Founders disclosing revenue, salaries, and fundraises in 2026
Why being disliked is a badge of honour (and why it works)
Why VC is dying for consumer brands and family offices are rising
The brands that will win by entertaining, not selling
Celebrity “beauty brands” are over: protein is next
Plus we’re re-releasing our k-beauty case study from last year below and opening it up to all subscribers! Have you read it yet?!
My Favorite K-Beauty Products
♡ all the products I bought in Korea last year ♡
When Sephora announced it was pulling out of Korea, the industry barely blinked. But it should have. Because while Western retailers have been trying to copy-paste their global playbooks into new markets, Olive Young has been quietly building the future of beauty retail, and now it’s heading to the U.S.
I just got back from Seoul, where a quick stop at Olive Young turned into an accidental three-hour pilgrimage. I also had an exclusive 1:1 meeting with the head of Olive Young's U.S. business, who is leading the charge on their U.S. expansion, and the global head of Olive Young's e-commerce platform, which is already generating billions in global sales. I also had the rare opportunity to sit down 1:1 with the Olive Young founding team and get a behind-the-scenes look at how they're planning to scale globally.
Here’s the thing: it wasn’t just a beauty store. It was a love letter to women. The Olive Young team shared their strategy to replicate this exact model in the U.S., starting with three flagship locations in L.A., anchored in a holistic approach to women's wellness, not just skincare.
Let me explain.
Sephora is freaking out, and for good reason. After failing to gain traction and exiting Korea entirely, it’s now watching Olive Young head straight for the U.S. market with a wildly successful formula Sephora never figured out.
The Store That Actually Gets You
Unlike Western retailers where you’re lucky to find a salesperson who isn’t half-listening while restocking concealer, Olive Young is overstaffed with associates who don’t approach unless you ask, and when you do, they’re incredibly knowledgeable and attentive. Everything is laid out for ease and clarity. Best sellers are clearly labeled, merchandised at eye level in multiple locations around the store, and you can self-identify your skin type using an in-store tool for personalized recs, with or without a sales associate.
Best sellers aren’t just buried on a website filter, they’re clearly marked, merchandised throughout the store, and always in stock thanks to real-time restocking alerts in the staff’s earpieces. You can even input your skin type into a personalized tech display and get customized product recommendations on the spot.
Oh, and did I mention the products? We’re not talking $80 creams behind glass. We’re talking affordable, science-backed, high-performance skincare from brands like Biodance, Anua, Ma:nyo, Torriden, and Cell Fusion C, some of which have already sold millions of units.
Beyond Beauty: Wellness, Food, Feminine Care, and Function
Here’s what Olive Young understands that Sephora never did: beauty doesn’t stop at the face. The store is stocked with tampons, toothpaste, collagen drinks, sleep aids, laundry detergent, and supplements. Korean culture doesn’t separate beauty from wellness, and neither does Olive Young. It’s what makes the space feel holistic, not transactional. They sell everything from tampons and bras to protein snacks and sleep supplements, redefining beauty from the inside out.
When you walk in, you feel understood. Prioritized. It’s a larger-than-life store experience, what they call an 'adult playground', filled with experiential moments, intuitive layouts, and product discovery that doesn’t feel overwhelming. It’s an adult playground with IRL discovery and full-body care, from aesthetic to gut health.
Why Sephora Failed in Korea
Sephora never fully integrated into Korean beauty culture, a culture that’s deeply rooted in education, community, and holistic wellbeing. Korean consumers are decades ahead in skincare awareness, and they expect transparency, innovation, and affordability all at once.
Instead, Sephora brought its U.S. template and hoped it would stick. It didn’t. The retailer officially exited Korea in spring 2024 after failing to gain traction, closing all five of its stores.
Meanwhile, Olive Young thrived by leaning into local values, obsessing over the customer journey, and never treating beauty like a one-size-fits-all industry.
The U.S. Market Should Be Nervous
In 2025, K-beauty isn’t just a trend. It’s a category-defining force. U.S. consumers are panic-buying Korean products in response to tariff threats. There are TikTok haul videos with millions of views. Korean skincare is now associated with credibility, gentleness, and effectiveness in a way that Western skincare—with its harsh actives and premium pricing, can’t match.
And now Olive Young is expanding stateside.
It’s not just bringing the brands. It’s bringing a fundamentally different retail philosophy. One that respects the customer’s intelligence, time, and body.
The HSR Takeaway
Olive Young isn’t winning because of snail mucin and cute packaging. It’s winning because it understands women.
It doesn’t just sell you beauty. It sells you agency. And that is the future of retail.
Sephora thought it could teach Korea how to shop. Olive Young watched, listened, and built something better. And now? The West is playing catch-up. Welcome to the takeover.
If you want to see what all the hype is about, you can explore Olive Young’s top products here: Shop Olive Young.