Key Takeaways
- Oliviaumma’s Milky Resurfacing Brightening Toner Pads became a sensation, driving a potential 300% growth this year.
- The brand leverages social media and community engagement to boost visibility and sales.
- Oliviaumma is expanding its product line at Sephora, aiming to establish a strong presence in the competitive K-Beauty market.
Milky Toner Pads Take Off
Oliviaumma, a skincare brand founded by Hye Kim, recently launched its Milky Resurfacing Brightening Toner Pads in 268 Sephora locations across the U.S. The product quickly gained traction, going viral on social media. A TikTok post by Michelle Shen gathered over 23,000 likes as she depicted her quest across multiple stores to find the sold-out pads, highlighting the product’s efficacy and scarcity.
Kim attributes the viral success of the toner pads to strong consumer testimonials and engaging content. Approximately 80% of related videos focus on positive results, while others showcase the frantic searches for the popular product. To maintain momentum, Oliviaumma partnered with influential creators like Lauren Ashley to share content and expand its reach.
The brand’s proactive marketing strategy includes hosting community events in Miami, where creators can collaborate and create content, strengthening its community ties. “We’re constantly testing to see what works and what doesn’t work,” Kim says, emphasizing the brand’s community-driven approach.
Expansion Plans at Sephora
Capitalizing on its initial momentum, Oliviaumma is set to roll out four additional products—Foam Hydrating Cleanser, Jelly Vitamin Brightening Serum, Velvety Rich Barrier Cream, and Candy Glow Lip Balm—in 82 Sephora locations as part of the retailer’s Next Big Thing display. Online, the brand features a selection of eight products ranging from $15 to $68, with plans for more exclusive offerings in the near future.
The brand name Oliviaumma translates to “Olivia’s mom” and is inspired by Kim’s daughter. With a background in fashion distribution, Kim wanted to introduce a skincare line that resonates with U.S. consumers while drawing on the artistry of Miami. “I wanted to present Oliviaumma as the second generation of Korean beauty and show that we understand U.S. customers better than other Korean beauty brands,” she explains.
K-Beauty’s Evolving Landscape
As interest in K-Beauty surges, with reported increases in sales in the U.S., Oliviaumma’s debut is timely. According to market research firm Circana, K-Beauty sales rose by 23% in dollars and 24% in units sold during Q1 2026, predominantly in skincare. However, K-Beauty still represents a small fraction of the prestige and mass beauty markets.
Unlike the earlier wave of K-Beauty dominated by products with unique ingredients like snail mucin, today’s brands focus on clinical aspects, emphasizing biotech ingredients and dermatological validation. Oliviaumma aligns with this trend, featuring formulations that include PDRN, bakuchiol, niacinamide, and multiple forms of hyaluronic acid.
Kim’s strategy to launch in the U.S. before South Korea sets Oliviaumma apart in an increasingly crowded market for PDRN-based skincare. She aims to cultivate a brand image that emphasizes its Miami roots while catering effectively to U.S. consumers. After solidifying its presence in the American market, Kim plans to introduce Oliviaumma in South Korea. “I wanted to present Oliviaumma as the second generation of Korean beauty,” she affirms.
With a strong foundation and ambitious expansion plans, Oliviaumma is positioned to thrive in the competitive skincare landscape.
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