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K-Beauty Embraces 'Whole Self' Wellness: Olive Young Names 2026 Trend Keywords
Creatrip Team
3 months ago
CJ Olive Young released its "2026 Trend Keywords," highlighting a shift toward pursuing the "whole self" through wellness across K-beauty. The retailer identified F.U.L.L.M.O.O.N and eight sub-trends, noting strong global demand for wellness products. Young consumers (15–24) show double-digit annual growth in wellness purchases since 2022, sparking an "early wellness" trend among people in their early 20s. Consumers prefer easy, enjoyable daily practices dubbed "healthy pleasure," such as functional drinks and snacks (including candies and jellies). Demand for recovery care and sleep aids surged—Olive Young reports over 300% growth in sleep-related supplement sales year-on-year, driven by ingredients like melatonin, GABA (gamma-aminobutyric acid), niacin, and pantothenic acid. Wellness is also merging into routine beauty: products combining melatonin, magnesium, and vitamins in skincare, body, and hair items let people practice wellness without extra time. Makeup is evolving into "skincaring makeup," with hybrid color-care products that emphasize both cosmetic performance and skin-friendly ingredients; searches for terms like soothing, barrier care, and hydration rose 150% year-on-year. The report also highlights trends such as globalized K-beauty, "pro self-care" blending clinical procedures and home care, Gen Z’s lighter luxury ownership, and AI-driven hyper-personalized beauty concierge services. Olive Young expects further expansion of lifestyle-integrated, ultra-personalized wellness and K-beauty offerings.
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