‘Toasty’ Makeup Trend Brings Warm Bread-Like Browns to Korea
Creatrip Team
3 months ago
Korean style-commerce platform Ably reports a rise in a makeup trend called “Toasty,” inspired by the warm, golden hues of freshly baked bread. Searches for the core keyword “Toasty” jumped 123% year-on-year over two months (Nov 1–Dec 21). Interest in brown and beige tones grew—searches for “beige” and “brown” rose 50% and 40%—and demand for brown-themed products surged: “brown blush” searches rose 516%, “beige blush” 211%, and “nude blush” 151%. Lip products such as “brown lipstick,” “nude lip,” and “beige lip” also saw notable increases. Recent sales spikes include a 203% month-on-month rise for a “Fluffy Powder Blush” (naming) with beige options like “Kaya” and “Tender” popular, and a 26% sales increase for Holika Holika’s eye shadow aimed at the trend. Etude’s “KongKong Blusher” topped Ably’s category rankings one day after pre-release, with its calm “Shade 4 KongdakKongdak” option favored. The trend extends to fashion: sales of brown coats grew 1,651% year-on-year, brown pants 214%, and brown cardigans and jackets rose 84% and 20% respectively. (Ably is a Korean style-commerce platform)
