The recently launched series, said to be the first of its kind among Korean cosmetic brands, sold out within three days of release, according to the brand.
It consists of three products, namely Kill Cover Founwear Cushion The Original, Pro Eye Palette Air, and Crystal Glam Tint.
In particular, the cushion foundation has received positive responses from consumers for its “moisturising yet excellent adhesion”, and is one of the top-selling products at Olive Young.
The range has been especially popular among the country’s MZ generation, with more than 130,000 units sold to date.
Olive Young N Seongsu, the largest Olive Young store in Korea, held a Harry Potter-themed pop-up from March 6 to 16. About 5,000 pre-order items were reportedly sold before the launch, and the number of visitors exceeded 10,000.
The interior of the event hall was designed to reflect the concept of the “magical world of Harry Potter” so that visitors could enjoy an immersive experience.
“During the Olive Young event, the Harry Potter collaboration products achieved better-than-expected results, and we are preparing to release them in overseas markets. We plan to continue developing innovative products and introducing differentiated collaborations this year,” said Clio’s Marketing Director Lee Ji-won.
The brand has confirmed the launch in six South East Asian countries within the first half of 2025, with plans to enter Japan and China on the horizon.
At the same time, Clio intends to further strengthen engagement between the brand and consumers by organising various immersive concept pop-up events in the second quarter.
This enhancement of customer experience is said to be a key management goal for Clio this year.
Home shopping success
During Olive Young’s sale period held over the first week of March, Clio achieved its best ever performance and took first place among colour cosmetics brands, with a 25% increase in sales compared to the same period last year.
Additionally, on the first day of Olive Young’s live selling broadcast, the brand set a new record for the highest daily sales.
Another sales channel that Clio is showing significant performance in is home shopping.
In 2024, the brand’s annual home shopping sales grew by more than 13% year-on-year, claiming the top spot in sales of Hyundai Home Shopping’s beauty category.
One of its latest products, Melacare Dual Tone Up Sun Cream, which was launched exclusively for home shopping channels, has been on a sell-out streak since it was first introduced on Hyundai Home Shopping broadcast on February 26.
The product continued to sell out on three subsequent broadcasts on Lotte Home Shopping, Home&Shopping, and Hyundai Home Shopping, surpassing a total of 45,000 units in sales.
Due to its popularity, six broadcasts on various home shopping channels have been confirmed till April.
The Melacare Dual Tone Up Sun Cream is a sunscreen product that claims to simultaneously increase melanin production and brighten up skin tone. Its formulation has also been upgraded for the 2025 Spring/Summer season with the addition of waterproof functionality.
“With sunscreen becoming a necessity for all four seasons, there is an increasing demand for not only UV protection but also tailored functionality. In line with this trend, we will continue to introduce products that can satisfy home shopping customers,” said Kwon So-young, head of Clio’s domestic business division.
