Rising as a Potential Rival to Olive Young
SEOUL, South Korea, Feb. 13, 2026 — Q&B International’s urban beauty outlet platform, OFF BEAUTY, today declared its national expansion as Korea’s initial discount beauty outlet chain, providing customers savings of up to 90% off retail costs. By removing traditional distribution tiers and buying products in large quantities, the company is swiftly transforming the beauty retail landscape and drawing in a diverse group of cost-sensitive consumers throughout the nation.
Hordes fill OffBeauty’s Gwangjang location, creating lines of people standing closely together.
By reducing distribution steps and sharply cutting product prices, OFF BEAUTY has won over not just Gen Z and Millennials but also consumers in their 40s and 50s. Branding itself as the ‘Costco of the beauty industry’ and a warehouse-style beauty outlet, the company is aggressively expanding its physical presence, emerging as a possible new rival to Olive Young, Korea’s leading beauty retailer.
Korea’s First Beauty Outlet Model
Eliminating Distribution Markups, Providing Up to 90% Off
According to industry insiders, OFF BEAUTY is run by Q&B International, a subsidiary of Daemyung Chemical. The company sells cosmetics at discounts spanning from 20% to 90% off regular retail prices.
OFF BEAUTY directly buys products in bulk from domestic manufacturers and parallel-imports foreign brands. Unlike traditional distribution platforms, it doesn’t depend on middlemen and keeps a minimal markup structure—enabling its aggressive pricing approach.
Most products have a remaining shelf life of one to one and a half years, with some nearing expiration being sold at even greater discounts.
While fashion brands usually use outlets to clear seasonal stock, the beauty industry previously lacked a structured outlet system. OFF BEAUTY identified this market gap and introduced the concept of a ‘Downtown Beauty Warehouse Outlet’.
By ensuring complete sale of purchased inventory—even at lower margins—the company sustains its low-price strategy without amassing unsold goods.
Consumer reaction has been robust. A 30-something female customer said, ‘I was initially doubtful because luxury department store brands were being sold at up to 90% off. But it’s a great chance to buy reliable, high-quality products at affordable prices.’
Reviving Discontinued Brands
From Imminent Closure to Sell-Out Triumph
OFF BEAUTY stocks a diverse array of brands—from independent labels to major luxury brands.
Numerous small and medium-sized brands produced by reputable OEM/ODM companies like Cosmax and Kolmar Korea, which lacked strong marketing capabilities, have found new vitality via OFF BEAUTY.
The company buys inventory in bulk, enabling brands to instantly convert stock into cash flow. This not only opens new distribution channels but also helps address liquidity issues—creating a win-win ecosystem.
A notable example is skincare brand Delphea, which was on the brink of discontinuation. After launching in OFF BEAUTY stores and gaining viral word-of-mouth publicity, the brand sold out completely and proceeded with additional production orders.
KRW 5–6 Billion Monthly Earnings at Flagship Location
Aiming for 100 Locations Across the Country
Since opening its first store in Seoul’s Gwangjang Market, OFF BEAUTY has steadily expanded to major commercial areas such as Seongsu, Myeongdong, Busan, Daegu, and Suwon.
The Gwangjang flagship store registers monthly sales of around KRW 5–6 billion (equivalent to USD 4–5 million).
The Seongsu ‘Mega Factory’ store, opened in December, functions as a strategic location targeting both domestic MZ consumers and international tourists. Sales at the Seongsu branch are evenly divided between local and foreign customers.
Each store tailors its concept and key brands based on regional features.
Currently operating over 30 locations, OFF BEAUTY intends to expand to 100 stores nationwide this year, including expansion to Jeju Island.
Industry analysts propose that as OFF BEAUTY solidifies its position, its market impact could be substantial—potentially emerging as a strong rival to Olive Young.
A senior executive at OFF BEAUTY stated: ‘By directly buying products and minimizing marketing and inventory costs, we can pass those savings directly to consumers through deeper discounts.’
Positioning as a K-Beauty Tourist Attraction
Beyond retail expansion, OFF BEAUTY is swiftly becoming a must-visit spot for global beauty tourists.
Situated in high-traffic districts like Myeongdong, Seongsu, and Gwangjang Market—areas already popular among international visitors—OFF BEAUTY provides foreign tourists the chance to experience authentic K-beauty products at unheard-of prices.
As global demand for K-beauty keeps rising, OFF BEAUTY is positioning itself not only as a discount retailer but as a ‘K-Beauty Treasure Hunt Spot’ where visitors can discover trendy independent brands, luxury skincare, and limited inventory deals in one place.
With competitive pricing, authentic product sourcing, and a warehouse-style immersive shopping experience, OFF BEAUTY is emerging as a new landmark in Korea’s beauty retail landscape—bridging the gap between global tourism and the vibrant K-beauty ecosystem.
Foreign tourists line up to pay at OffBeauty, creating a long queue at the checkout counter.
Press Inquiries
Company : OFF BEAUTY
E-mail : offbeauty@qandbintl.com
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